Win the attention your business deserves

A winning blueprint for collaborative integrated marketing in the digital age. Elliott King and Aleksandra King wrote nine chapters on positioning, audience, channel and message, and not one on AI. That is deliberate. AI is transforming the tools of marketing at remarkable speed, but it has not changed what makes marketing work: the strategy underneath. Marketing Wins is that strategic foundation, the fundamentals the AI era depends on.

Fundamentals first, by design

Plenty of marketing books chase the current algorithm. This one deliberately does not. The frameworks in Marketing Wins are built on principles that outlast every platform cycle, which is exactly why there is no AI chapter: master positioning, audience, channel and message first, and every tool you pick up afterwards, AI included, becomes more powerful. Skip them, and no tool can rescue the strategy.

The methodologies in this book are rooted in principles that have held true since humans first began trading. They are as relevant in today's data-driven economy as they were in marketplaces centuries ago.

The authors are no AI sceptics. Elliott King works at the AI frontier as an AI visibility expert, Aleksandra King is host and producer of The BEYOND Podcast, and AK Agency, their AI visibility and digital PR practice, applies the same thinking for clients every day. A follow-up revision of the book covering AI is planned. Until then the pairing is simple: the book gives you the fundamentals, the authors bring the frontier.

Inside the nine chapters

The book moves from first principles through strategy and channels to full integration, and every chapter has its own overview here on the site.

• Chapter 1: Brief History of Marketing
• Chapter 2: Digital Marketing Strategy 101
• Chapter 3: Strategic Marketing Planning
• Chapter 4: Digital Marketing Tools and Tactics
• Chapter 5: Search
• Chapter 6: Social Media
• Chapter 7: Websites
• Chapter 8: Creating a Branded Video Series
• Chapter 9: Managing an Integrated Strategy

New to the blueprint? Start with the chapter overviews and read in order; each one builds on the last.

Who the book is for

Marketing Wins was written with four readers in mind, all sharing one goal: to thrive in a hyper-connected, hyper-competitive marketplace.

• Business leaders and professionals who wear many hats and want one dependable, end-to-end marketing resource: startup founders, C-suite executives and mid-career professionals pivoting into marketing.
• Traditional marketers embracing digital, who want the new channels explained through the enduring principles they already trust.
• Sales professionals sharpening their strategic edge, who want to speak the language of marketing fluently and build real synergy between the two disciplines.
• Digital specialists seeking the bigger picture, who bring deep expertise in search, paid media or analytics and want to connect it to whole-business strategy.

About the authors

Elliott King co-founded MintTwist, the digital marketing agency he sold to FINN Partners in 2021, where he now serves as Managing Partner. He has addressed communications directors of global NGOs at the United Nations in Brussels, and he is a visiting lecturer at City, University of London; the marketing courses he wrote for university teaching inspired much of this book.

Aleksandra King came to national attention on BBC's The Apprentice, where she famously walked away on principle. She has run her own boutique marketing consultancy for over a decade, supporting businesses with strategy, branded video series and community engagement, and she is a media personality and the host and producer of The BEYOND Podcast.

Read their full stories, or invite them to speak at your event, on the authors page.

Start your journey

Explore the chapter overviews, dig into fresh strategy and tactics in Insights, or go straight to the book. Already putting the blueprint to work? Submit your own marketing win, or get in touch.