1. A web page generation method comprising: defining a master specification specifying in a first control section a common style, a common navigation arrangement, and common content placement for each resultant web page to be generated, wherein the common style comprises variable controls; defining a first subordinate content specification specifying first content of a first resultant web page, referencing in a second control section the master specification for style, navigation and content placement, and comprising a first subordinate style specified as first subordinate control values; defining a second subordinate content specification specifying second content of a second resultant web page, referencing the master specification for style, navigation and content placement, and comprising a second subordinate style; and generating said first and second resultant web pages with said first content being placed and styled in accordance with said common content placement and a first merged style that comprises the first subordinate style merged into the common style, and said second content being placed and styled in accordance with said common content placement and a second merged style that comprises the second subordinate style merged into the common style, said first and second resultant web pages having said common navigation arrangement specified by said master specification; wherein said first control section of said master specification comprises at least one variable control, and said second control section of said first subordinate web page specification supplies a control value for one of said at least one variable control, wherein said first subordinate web page specification further specifies other control information in said second control section; and said generating of said first resultant web page further comprises merging said other control information into said first control section.