TABLE OF CONTENTS

 

 

PREAMBLE                                                            



INTRODUCTION                                                    



ENVIRONMENT                                                     

When Harvard invented business romantism

Arsène Lupin Gentleman Manager                  

What glitters dazzles                                        

Mac vs. PC                                               

The silence of the anonymous geniuses

Competition and co-opetition                           

The law of the… largest number

The digital home                                               

In the clouds                                                     

Well… it’s the economic crisis!               

Nomadism.com                                                  

Free samples                        

 

 

CORPORATE                                         

Picasso vs Michelangelo                                 

Size and importance                                         

Seen on TV                                                       

KISS                                                                  

With utmost affinity                                          

The original language                                      

Diversion vs. ten versions                                

Scared of one’s shadow                                   

The wisdom of the younger ones                     

The right to love                                                

Free                                                                   

Apnea competition                                            

 

 

MANAGEMENT                                              

Small Google fight

Conditional perfect

The two recurring questions

To each his pace

Vices and virtues of sports

Half full glass, half empty glass

The head, the heart and the guts

Name of Zeus                       

Don’t make yourself that big          

Which version of marketing?                  

Self-learning                                           

The testament of Peter Drucker              

Those absent are always right                

Talent detectors                                                

We win when…                                       

To each his way                                      

Blue collars, white collars and web collars      

 

 

ERA                                        

Socrate vs. Buddha                                          

New leaders, new ladders                                

The Y virus                                                        

Froth on the Web                                                       

Molière died on stage                                      

Provided that                                                     

Go by the past                                         

Post mortem marketing                            

Brain vs No brain                                              

Early entrepreneurs                                         

Web tragedy                                                      

 

 

SPACE                                                   

Tower of Babel                                                  

Gandhi and illiteracy                                        

Lawn at rest                                                      

Waiting for Godot                                              

Sound box

What it does to you                                           

Invention here, realization there                      

Origami                                                              

Beyond the walls                                              

The message is the medium                             

Street Web                                                        

 

 

INNOVATION                                  

Innovate differently                                           

Better than the original                                     

Innovation or invention                                    

The myth of innovation                                     

Re creation                                                       

To the rest room                                                

On/Off                                                               

Benchmark elsewhere                                      

The editor-in-chief’s brand                               

On the other side of the mirror                         

On strike                                                            

 

 

ILLUSION                                               

Improvisation and preparation                          

Free, perfect and Now                                      

Spry                                                                   

Rollover                                                             

In the ring                                                         

Backstage                                                         

And God created woman                         

Chi Fu Mi                                                 

Blah, blah, blah                                                

Learn to keep quiet                                           

First mover is the winner                                  

For the good shape                                           

Psychoanalysis of the Web                              

 

 

STRATEGY                                            

King Solomon’s temple                                     

The missing letter                                              

Strategy in the Chinese way                            

The 3 Cs of Mr. K…                                          

The science of numbers

Ford vs Sloan

Miyamoto Musashi

The apple

Baby foot management

BSTS         

Meters of metrics

From GRP to GRPn

Marketization/Demarketization/Remarketization

 

 

THE INSIDE STORY OF THE WEB                                  

A few principles                                                

The wheel                                                         

The last mile of marketing                                

Tomorrow                                                          

Post Scriptum                                                    

 

 

CONCLUSION                                

 

 

ACKNOWLEDGEMENTS                         

 

 

BIBLIOGRAPHY                                     

 

 

PLAYLIST                               

 

 

AUTHOR                                                

 

 

PREVIOUS BOOKS                                

 

 

CREDITS                                               

 

 

NOTES