L art de la guerre digitale
Dans le monde post-révolution numérique, les internautes sont armés de nouveaux moyens qui dissolvent les techniques traditionnelles du marketing, de la communication, du lobbying. Capables de ruiner des réputations, de mettre en péril des filières, de redistribuer les pouvoirs entre citoyens, médias, scientifiques, politiques..., les consommateurs augmentés du web 3.0 deviennent de sérieux adversaires. Aux entreprises de redéfinir leur stratégie, leur business model, leur approche du consommateur, pour remporter cette guerre insidieuse, en usant de ruse, de connaissance intime du terrain et de soft power à la manière des « nouveaux barbares » (Netflix, AirBnB, Tesla, Uber...). L’auteur revisite ainsi les préceptes des grands stratèges pour démontrer comment une organisation peut survivre, voire dominer, à l’ère digitale. Elle alerte sur les dangers et enjeux de la guerre économique et idéologique à l’ère du web 3.0 et partage son savoir-faire en s’appuyant sur des anecdotes personnelles, des cas concrets (Aviva, Free, General Electric, Isover, Leroy Merlin, LinkedIn, Nestlé, SNCF...) et des éléments de méthode.
The Art of War
Machiavelli's revolutionary 1520 work clearly states and discusses military organization and strategy: handling recruitment and weapons, motivating troops, demoralizing enemies, and achieving tactical and strategic advantages.
The Great Game
For nearly a century the two most powerful nations on earth, Victorian Britain and Tsarist Russia, fought a secret war in the lonely passes and deserts of Central Asia. Those engaged in this shadowy struggle called it 'The Great Game', a phrase immortalized by Kipling. When play first began the two rival empires lay nearly 2,000 miles apart. By the end, some Russian outposts were within 20 miles of India. This classic book tells the story of the Great Game through the exploits of the young officers, both British and Russian, who risked their lives playing it. Disguised as holy men or native horse-traders, they mapped secret passes, gathered intelligence and sought the allegiance of powerful khans. Some never returned. The violent repercussions of the Great Game are still convulsing Central Asia today.
Handbook on the Digital Creative Economy
Digital technologies have transformed the way many creative works are generated, disseminated and used. They have made cultural products more accessible, challenged established business models and the copyright system, and blurred the boundary between
In this series of lectures, previously unpublished in English, and here translated from a French reconstruction and interpretation by noted scholar Thierry Weil, leading organizational scholar James March uses great works of literature to explore the problems of leadership. Uses great works of literature to explore the problems of leadership, for example War and Peace, Othello, and Don Quixote. Presents moral dilemmas related to leadership, for example the balance between private life and public duties, and between the expression and the control of sexuality. Encourages readers to explore ideas that are sometimes subversive and unpalatable but may allow organizations to adapt in a rapidly changing world.
Daily life is connected life, its rhythms driven by endless email pings and responses, the chimes and beeps of continually arriving text messages, tweets and retweets, Facebook updates, pictures and videos to post and discuss. Our perpetual connectedness gives us endless opportunities to be part of the give-and-take of networking. Some worry that this new environment makes us isolated and lonely. But in Networked, Lee Rainie and Barry Wellman show how the large, loosely knit social circles of networked individuals expand opportunities for learning, problem solving, decision making, and personal interaction. The new social operating system of "networked individualism" liberates us from the restrictions of tightly knit groups; it also requires us to develop networking skills and strategies, work on maintaining ties, and balance multiple overlapping networks. Rainie and Wellman outline the "triple revolution" that has brought on this transformation: the rise of social networking, the capacity of the Internet to empower individuals, and the always-on connectivity of mobile devices. Drawing on extensive evidence, they examine how the move to networked individualism has expanded personal relationships beyond households and neighborhoods; transformed work into less hierarchical, more team-driven enterprises; encouraged individuals to create and share content; and changed the way people obtain information. Rainie and Wellman guide us through the challenges and opportunities of living in the evolving world of networked individuals.
How did the Grateful Dead use its fanatical following to build a $100 millionbrand that still thrives today? How did upstart Boston Beer Company--makers of Sam Adams--prevail over rival Anheuser-Busch without an advertising budget? And how did lams create the premium pet food market and leap from $16 million to $600 million in sales in just fifteen years, while charging twice the price of competitor Ralston-Purina? The answer: radical marketing. In this fresh, provocative book, Sam Hill and Glenn Rifkin identify the mar-keting strategies that have enabled ten innovative companies to emerge asindustry leaders. What do these organizations have in common? Each is intune emotionally with its customer base, allowing them to glean superior marketing insight without spending millions of dollars. Each is more focused on the big picture--growth and expansion--rather than short-term profits. And,despite their current success, each started out with little more than a passion for their product. Engrossing, informative, and invaluable, Radical Marketing demonstrates how any company, large or small, can achieve unprecedented success through inventive and revolutionary tactics.
Communicating Science in Social Contexts
Science communication, as a multidisciplinary field, has developed remarkably in recent years. It is now a distinct and exceedingly dynamic science that melds theoretical approaches with practical experience. Formerly well-established theoretical models now seem out of step with the social reality of the sciences, and the previously clear-cut delineations and interacting domains between cultural fields have blurred. Communicating Science in Social Contexts examines that shift, which itself depicts a profound recomposition of knowledge fields, activities and dissemination practices, and the value accorded to science and technology. Communicating Science in Social Contexts is the product of long-term effort that would not have been possible without the research and expertise of the Public Communication of Science and Technology (PCST) Network and the editors. For nearly 20 years, this informal, international network has been organizing events and forums for discussion of the public communication of science.
How to Make it as an Advertising Creative
This book is aimed at anyone who is considering becoming an advertising creative, is studying to become one, or would like to become a better one. Packed with invaluable advice and insights from the author and other industry insiders, the book explains everything you need to know about working as an advertising creative but dont get taught at college. Its engaging, straight-talking text explains the diverse set of skills that you need to make it as an advertising creative above-and-beyond the ability to write good adverts, and demonstrates: how to get a placement/internship and turn it into a full-time job; how to get the best out of the people you work with; how to present your work to clients; how to manage your career; even how to start your own agency. Getting a job as an advertising creative is not easy. This book teaches you the intangible skills that are essential to get a job, survive, thrive, and ultimately make it big in one of the most exciting industries on the planet.
William Faulkner and Joan Williams
This work looks closely at the relationship between William Faulkner and Memphis novelist Joan Williams. Their story is significant not only in its depth but also in the years of their primary involvement, 1949-1953--a period over which Faulkner won both the Nobel Prize and a National Book Award. This is the first book-length study of the Faulkner-Williams relationship, and the first truly attentive consideration of Joan Williams, her impressions of Faulkner, and her commitment to writing. Until now, Williams, an acclaimed novelist, was an "outside" woman in Faulkner's life. Their affair and friendship is worthy of its own story. Included here are extensive interviews with Williams conducted over several years about her relationship with Faulkner, their correspondence, and discussions of both his work and her own. It includes all of Williams's letters to Faulkner and his letters, either directly reproduced or paraphrased.