Focusing on entrepreneurs hoping to strike it rich, this guide to setting up a European Internet business features advice on finding a unique business concept, writing a business plan, and marketing, as well as technical, financial and legal aspects. The 12 chapters discuss customer value creation and channel strategy, the relative attractiveness of various European markets, brand positioning, product fulfillment, the basics of Internet architectures and standards, mobile commerce and the wireless application protocol, and fundraising. The contributors work for business consulting firms. Annotation c. Book News, Inc., Portland, OR (booknews.com)