Les livres abordant des sujets similaires ou connexes à ceux développés dans cet ouvrage ne se comptent plus. Les meilleurs d’entre eux sont en anglais. Rangés les uns à côté des autres, ils rempliraient une bibliothèque de plus de seize kilomètres[1].

La longue liste proposée ci-dessous est composée pour l’essentiel d’ouvrages, que nous n’avons pas nécessairement dévorés, mais qu’il convient de mentionner, soit parce qu’ils ont atteint le statut de « classiques », soit parce qu’ils ont été lus par la communauté du Web français.

Cette liste abrite également les livres qui ont inspiré l’écriture des Dessous du Web ou que nous aimons.

Adam Brandenburger, Barry Nalebuff, Co-Opetition: A Revolutionary Mindset That Combines Competition and Co-Opetition, Doubleday, 1997.

Al Ries and Jack Trout, The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk!, Harper Business, 1990.

Al Ries and Jack Trout, Positioning: The Battle For Your Mind, McGraw-Hill, 2000.

Alexander Osterwalder and Yves Pigneur, Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley, 2010.

Arlette De Beaucorps, Dominique Bonpaix et Cyrille J.-D. Javary, Le Yi Jing : Pratique et interprétation pour la vie quotidienne, Albin Michel 2010.

Ben McConnell, Jackie Huba, Citizen Marketers: When People Are the Message, Kaplan Business, 2006.

Boston Consulting Group, Perspective on Strategy, John Wiley & Sons, 1998.

Bertrand Jouvenot, Le Journal de BJ au bureau : Le management facile, Maxima, 2004.

Bertrand Jouvenot, Managing Softly : Learning From Buddha, Gandhi, Gracie, BookSurge Publishing, 2005.

Bo Peabody, Lucky or Smart!, BookSurge Publishing, 2008.

Buckingham and Clifton, Now, Discover Your Strengths, Free Press, 2011.

Charles Handy, The Age of Unreason, Harvard Business Press, 1991.

Charles Wheelan, Naked Economics: Undressing The Dismal Science, W. W. Norton & Company, 2010.

Chip Heath and Dan Heath, Made to Stick: Why Some Ideas Survive and Others Die, Random House, 2007.

Chris Anderson, The Long Tail: Why the Future of Business is Selling Less of More, Hyperion, 2006.

Christopher Locke, Rick Levine, Doc Searls, David Weinberger, Clue Train Manifesto: The End of Business as Usual, Perseus Books Group, 2001.

Chris Zook, Beyond the Core: Expand Your Market Without Abandoning Your Roots, Harvard Business Press, 2004.

Clayton M. Christensen, The Innovator’s Dilemma: The Revolutionary Book that Will Change the Way You Do Business, Harper Paperbacks, 2003.

D. B. Holt, How Brands Become Icons: The Principles of Cultural Branding, Harvard Business School Press, 2004.

Daniel Goleman, Business: The Ultimate Ressource™, Perseus Publishing, 2002.

Daniel Goleman, Emotional Intelligence : Why It can Matter More Than IQ, Bloomsbury, 1995.

Daniel Goleman, Working with Emotional Intelligence, Bantam, 2000.

Dave Gray, Sunni Brown, James Macanufo, Gamestorming: A Playbook for Innovators, Rulebreakers, and Changemakers, O’Reilly Media, 2010.

David Allen, Getting Things Done: The Art of Free-Stress Productivity, Penguin 2002.

David Gage, The Partnership Charter: How To Start Out Right With Your New Business Partnership, Basic Books, 2004.

David Ogilvy, Ogilvy On Advertising, Vintage Books, 1997.

Don Peppers, Martha Rogers, Le one to one, Editions d’Organisation, 1999.

Doug Hall, Jump Start Your Business Brain, Clerisy Press, 2005.

Eliyahu M. Goldratt, Jeff Cox, The Goal, North River, 2004.

Ernest Malmesten, Boo Hoo: A Dot Com Story, Arrow, 2002.

Fernand Braudel, La dynamique du capitalisme, Flammarion, 2008.

Gary Hammel, Leading the Revolution: How to Thrive in Turbulent Times by Making Innovation a Way of Life, Plume, 2002.

Gary Hamel, C. K. Prahalad, Competing for the Future, Harvard Business Press, 1996.

Gary Klein, The Power of Intuition: How to Use Your Gut Feelings to Make Better Decisions at Work, Crown Business 2004.

Geoffrey Moore, Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers, HarperBusiness, 2002.

Geoffrey Moore, Living on the Fault Line: Managing for Shareholder Value in the Age of the Internet, Haperbusiness, 2000.

George Gilder, Life After Television, W. Norton & Company, 1994.

Gordon MacKenzie, Orbiting the Giant Hairball: A Corporate Fool's Guide to Surviving with Grace, Viking Adult, 1998.

Guy Kawasaki, The Art of the Start: The Time-Tested, Battle-Hardened Guide for Anyone Starting Anything, Portfolio Hardcover, 2004.

Henry Petroski, To Engineer is Human : The Role of Failure in Successful Design, Vintage, 1992.

François-Xavier Hussherr, Jacques Lendrevie, La Publicité sur Internet : Comment tirer parti efficacement de l'e-pub, Dunod, 1999.

Howard Rheingold, The virtual Community: homesteading in the electronic frontier, MIT Press, 2000.

Jac Fitz-Enz, The 8 Practices of Exceptional Companies : How Great Organisations Make the Most of Their Human Assets, AMACOM, 2003.

Jacques Lendrevie, Michel Lévi et Denis Lindon, Mercator : Théorie et Pratique du Marketing, Dalloz, 2003.

Janie Lopiano-Misdom, Joanne de Luca, Street Trends, Collins, 1998.

Jack Stack with Bo Burlingham, The Great Game of Business, Doubleday, 1994.

James Surowiecki, The Wisdom of Crowds, Anchor, 2005.

Jason Fried, David Heinemeier Hansson, Rework : Change The Way You Work Forever, Vermilion London, 2010.

Jay Conrad Levinson, Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business, Houghton Mifflin, 2007.

Jay Elliot, William L. Simon, The Steve Jobs Way: iLeadership for a New Generation, Vanguard Press, 2011.

Jeffrey Gitomer, Little Red Book of Selling , Bard Press, 2004.

Jeffrey J. Fox, How to Become a Rainmake: : The Rules for Getting and Keeping Customers and Clients, Hyperion, 2000.

Jeffrey Pfeffer, Robert I. Sutton, The Knowing-Doing Gap: How Smart Companies Turn Knowledge into Action, Harvard Business School Press, 2000.

Jim Collins, Good to Great : Why Some Companies Make the Leap... and Others Don't, HarperCollins, 2001.

Jogn Hagel III, Arthur G. Armstrong, Net Gain: Expanding Markets Through Virtual Communities, Harvard Business School Press, 1998.

John Maxwell, Zig Ziglar, The Twenty One Irrefutable Laws of Leadership, Thomas Nelson, 1998.

Jonas Ridderstroale, Kjell Nordstrom, Karaoke Capitalism: Daring to Be Different in a Copycat World, Praeger, 2005.

Jonas Ridderstroale, Kjell Nordstrom, Funky Business Forever: How to Enjoy Capitalism, Financial Time Management, 2008.

Kevin Kelly, Out of Control: The New Biology of Machines, Social Systems, & the Economic World, Basic Books, 1995.

Lao-tseu et Liou Kia-hway, Tao-tö king, Gallimard, 2002.

Lester Wunderman, Being Direct: Making Advertising Pay, Random House, 1997.

Larry Bossidy, Ram Charan, Charles Burck, Execution: The Discipline of Getting Things Done, Crown Business, 2002.

Leonard Berry, Discovering the Soul of Service, Free Press, 1999.

Loïc Le Meur, Laurence Beauvais, Blogs pour les pros, Dunod, 2005.

Malcolm Gladwell, The Tipping Point: How Little Things Can Make a Big Difference, Back Bay Books, 2005.

Marcus Buckingham, Curt Coffman, First, Break all the Rules: What the World’s Greatest Managers Do Differently, Simon & Schuster, 1999.

Mary Modahl, Now or Never: How Companies Must Change Today to Win the Battle for Internet Consumers, Forrester Research et HarperCollins Publishers, 1999.

Mel Ziegler, Patricia Ziegler, Bill Rosenzweig, The Republic of Tea: The Story of the Creation of a Business, as Told Through the Personal Letters of Its Founders, Crown Business, 1994.

Meredith Beldin, Changing the way we work, Butterworth-Heinemann, 1999.

Michael E. Gerber, The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It, Harper Business, 2015.

Michael Hammer, The Agenda: What Every Business Must Do to Dominate the Decade, Three Rivers Press, 2003.

Michael J. Mauboussin, More Than You Know: Finding Financial Wisdom in Unconventional Places, Edinburg University Press, 2007.

Michael Michalko, Thinkertoys: A Handbook of Creative-Thinking Techniques, Ten Speed Press, 2006.

Musashi Miyamoto, Le traité des cinq roues : Gorin-no-sho, Albin Michel, 1991.

Nancy Koehn, Brand New: How Entrepreneurs Earned Consumer's Trust From Wedgwood to Dell, Harvard Business School Press, 2001.

Naomi Klein, No Logo, la tyrannie des marques, Babel, 2002.

Natori Masazumi, Bernard Bordas, Axel Mazuer Braudel, Shôninki : L'authentique manuel des ninjas, Albin Michel Spiritualités, 2009.

Pablo Picasso, Correspondences Picasso Stein, Gallimard, 2005.

Paul Hawken, Growing a Business, Simon & Schuster, 1988.

Paul R. Lawrence and Nitin Nohria, Driven: How Human Nature Shapes Our Choices, Jossey Bass, 1988.

Peg Neuhauser, Ray Bender et Kirk Stromberg, Building Corporate Culture in the Connected Workplace, John Wiley & Sons, 2000.

Peter J. Denning, Robert M. Metcalfe, J. Burke, Beyond Calculation: The Next Fifty Years of Computing, Springer, 1998.

Peter Drucker, The Effective Executive: The Definitive Guide to Getting the Right Things Done, Harper, 2006.

Peter Drucker, The Essential Drucker: The Best of Sixty Years of Peter Drucker's Essential Writings on Management, Harper, 2008.

Peter Scholtes, Brian Joiner, Barbara Streibel, The Team Handbook, Joiner Oriel, 2003.

Philip Evans, Thomas Wurster, Blown To Bits: How the New Economics of Information Transforms Strategy, Harvard Business School Press, 2000.

Philip Kotler, Dipak C. Jain, Suvit Maesincee, Marketing Moves: A New Approach to Profits, Growth & Renewal, Harvard Business School Press, 2002.

Philippe Kotler, Bernard Dubois et Delphine Manceau, Marketing Management, Pearson Education, 2003.

Pierre Levy, Qu'est-ce que le virtuel, Éditions la Découverte, 1998.

Randy Komisar with Kent Lineback, The Monk and the Riddle: The Art of Creating a Life While Making a Living, Harvard Business Press, 2001.

Richard Florida, The Rise of the Creative Class: And How It's Transforming Work, Leisure, Community, and Everyday Life, BasicBooks, 2003.

Richard Gesteland, Cross Cultural Business Behaviors : Marketing, Negociations and Management Across Cultures, Munksgaard Intl Pub Ltd., 1999.

Robert E. Kelley, How to Be a Star at Work: 9 Breakthrough Strategies You Need to Succeed, Crow Business, 1999.

Robert Papin, L'art de diriger, Tome 1 : Management Stratégie, Dunod, 2002.

Robert Papin, L'art de diriger, Tome II : Management Stratégie, Dunod, 2002.

Robert Scoble, Shel Israel, Naked Conversations: How Blogs are Changing the Way Businesses Talk with Customers, Wiley, 2006.

Robert Slater and V. Lombardi, Jack Welch and the GE Way : Management Insights and Leadership Secrets of the Legendary CEO, McGraw-Hill, 2000.

Robert Slater, The GE Way Fieldbook : Jack Welch’s Battle plan for Corporate Revolution, McGraw-Hill, 1999.

Robert Spector, Get Big Fast, HarperCollins Publishers, 2002.

Robert Townsend, Up the Organization: How to Stop the Corporation from Stifling People and Strangling Profits, Jossey-Bass, 2007.

Rodolphe Durand, Guide du management stratégique : 99 concepts clés, Dunod, 2003.

Roger Lowenstein, When Genius Failed: The Rise and Fall of Long-Term Capital Management, Random House, 2001.

Roger Von Oech, A Whack on the Side of the Head, Business Plus, 2008.

Rosamund Stone Zander and Benjamin Zander, The Art of Possibility, Penguin, 2002.

Rosabeth Moss Kanter, E-Volve!: Succeding in the Digital Culture of Tomorrow, Harvard Business School Press, 2001.

Seth Godin, Permission Marketing: Turning Strangers Into Friends And Friends Into Customers, Seth Godin, Simon & Schuster, 1999.

Seth Godin, Purple Cow: Transform Your Businss by Being Remarkable, Penguin Books Lt., 2005.

Scott Bedbury avec Stephen Fenichell, A New Brand World: Eight Principles for Achieving Brand Leadership in the Twenty-First Century, Penguin, 2003.

Stuart Crainer, Business the Jack Welch Way : 10 Secrets of the World Greatest Turnaround King, AMACOM, 1999.

Thomas J. Peters, Robert H. Waterman, Jr. In Search of Excellence, Harper Paperbacks, 2005.

Thomas J. Watson, Jr., A Business and Its Belief, MacGraw Hill, 2003.

Thomas L. Friedman, The Lexus and the Olive Tree, Anchor, 2000.

Tichy and Sherman, Control Your Destiny or Someone Else Will, Harper Paperbacks, 2005.

Tom Kelley et Jonathan Littman, The Art of Innovation, Crown Business, 2001.

Tom Peters, Liberation Management, Atlantida, 1992.

Tom Peters, Re-Imagine!: Business Excellence in a Disruptive Age, DK Adults, 2006.

Twyla Tharp, The Creative Habit, Simon and Schuster, 2005.

Stephan Martiniere, Scott Robertson, Art of Midway: Before Pixels and Polygons, Design Studio Press, 2007.

Stephen Covey, The 7 Habits of Highly Effective People, Free Press, 2004.

3D, Digital Art Masters: vol. 2, Focal Press, 2007.

Vance Oakley Packard, Mark Crispin Miller, The Hidden Persuaders, Ig Publishing, 2007.

Winston Churchill, Never Give In! Speeches, Hyperion, 2004.

W. Chan Kim, Renee Mauborgne, Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant, Harvard Business Press, 2005.

Yann Gourvennec, Hervé Kabla, Les médias sociaux expliqués à mon boss - Par ceux qui en font et pour ceux qui aimeraient (mieux) en faire, Media ACES, 2011.

Zig Ziglar , Secrets of Closing the Sale, Revell, 2004.


Il serait tout simplement fou d’imaginer pourvoir citer tous les articles de presse qui ont alimenté la réflexion dont Les dessous du Web est l’aboutissement. A défaut, voici une sélection de quelques articles fondateurs.

Eric Raymond, "The Cathedral & the Bazaar",, 21 mai 1997.

Michael Porter, "Strategy and the Internet", Harvard Business Review, Mars 2001.

Tom Glocer, “The two-way pipe – facing the challenge of the new content creators”, Tom Glocer’s Blog, 11 octobre 2006.

Tim O’Reilly, “What is Web 2.0”,, 9 septembre 2005.

Et bien évidemment les meilleurs articles de FrenchWeb.

[1] Le site propose 558 170 livres en réponse à la requête « Marketing », dans la catégorie livres. Si l’on considère que les livres ont une épaisseur moyenne de 3 centimètres, nous pouvons déduire que l’ensemble de ces 558 170 livres mis cote à cote, s’étent sur 1 674 510 cm, soit 16 754 mètres, soit 16, 74 km.