Frequently Asked Questions

Answers to the questions readers ask most about Marketing Wins: what the book argues, who wrote it, which frameworks it teaches and where to buy a copy. If your question is not covered here, get in touch.

About the Book

What is the core philosophy behind the book Marketing Wins?

Marketing Wins: A Blueprint for Success in the Digital Age is a strategic roadmap for navigating today's hyper-competitive digital landscape. Unlike guides built on fleeting tactics, it concentrates on the timeless fundamentals of marketing strategy and human communication, bridging the gap between traditional strategic thinking and the modern digital toolkit. The belief that runs through every chapter is simple: people buy from people, and strategy must come before tools.

Who should read Marketing Wins?

The book is structured to deliver actionable value to four distinct audiences:

• Business leaders and professionals: anyone looking for an all-encompassing, one-stop marketing blueprint to future-proof their skills.
• Traditional marketers: industry veterans who want to demystify digital environments without discarding core, proven methodologies.
• Sales professionals: individuals aiming to build a stronger strategic edge by understanding how digital channels integrate with traditional strategy to drive conversions.
• Digital specialists: technical experts in SEO, paid media and beyond who want to connect specialised skills to higher-level business strategy.

What are the nine chapters of Marketing Wins?

The book guides readers systematically through nine chapters, each with its own overview page on this site:

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

Why does the book feature so few references to artificial intelligence (AI)?

By design. AI is transforming the tools of marketing, the speed, the volume and the cost, but it does not change the strategy underneath. Positioning, audience, channel and message have to be mastered before AI can be deployed correctly, and those fundamentals are exactly what Marketing Wins teaches. We both work at the AI frontier daily, and a follow-up revision covering AI is planned. The strategic foundation comes first, because marketing and sales remain profoundly human processes in which people buy from people.

About the Authors

Who are the authors of Marketing Wins?

• Elliott King: co-founder of the London digital agency MintTwist, acquired by FINN Partners in 2021, where he is now a Managing Partner. He has spoken at the United Nations and is a visiting lecturer at City, University of London.
• Aleksandra King: media personality and consultant who famously appeared as a candidate on BBC's The Apprentice, withdrawing on principle. She runs a boutique consultancy and is the host and producer of The BEYOND Podcast.

You can read more about both authors on the authors page.

Who is Elliott King?

Elliott King is the co-author of Marketing Wins and an AI visibility expert who works at the frontier of how brands stay discoverable inside AI assistants and search. He co-founded the London digital agency MintTwist, sold it to FINN Partners in 2021 where he is now a Managing Partner, has spoken at the United Nations and is a visiting lecturer at City, University of London.

Who is Aleksandra King?

Aleksandra King is the co-author of Marketing Wins, a media personality and the podcast host and producer behind The BEYOND Podcast. She came to national attention as a candidate on BBC's The Apprentice, famously withdrawing on principle, and runs a boutique marketing consultancy specialising in strategy, branded video series and community engagement.

Frameworks from the Book

What is Generative Engine Optimisation (GEO) and why does it matter?

GEO is the adaptation of traditional search engine optimisation (SEO) that keeps your brand visible and cited inside large language models (LLMs) and AI assistants. Consumers increasingly begin their research in AI chat rather than scrolling standard search results pages. Because LLMs draw on the open web much as search engine crawlers do, high-quality, authoritative content is still rewarded. We explore the shift in our insight What is Generative Engine Optimisation (GEO)? and ground it in the fundamentals of Chapter 5: Search.

What is the FiMO model in business and marketing strategy?

The FiMO model is an organisational framework that aligns three core corporate functions behind common strategic objectives:

• Finance: oversees financial health, budget allocation, cost control and revenue generation.
• Marketing: mandated with customer acquisition, market positioning and brand building.
• Operations: handles the actual production of the product or service, within the financial constraints set by Finance, to fulfil the demand built by Marketing.

How do the 4 Ps and 4 Cs models differ in marketing application?

• The 4 Ps model (Product, Price, Place, Promotion): a company-centric marketing mix popularised in the twentieth century, focused on product features, cost margins, physical distribution channels and one-way promotional activity.
• The 4 Cs model (Customer, Cost, Convenience, Communication): introduced by Bob Lauterborn in 1990, this framework shifts to a customer-centric approach, prioritising direct consumer needs (Customer), total consumer expenditure (Cost), seamless distribution (Convenience) and interactive dialogue over one-way promotion (Communication).

What are the steps to launching an effective branded video series?

The book details a five-step video marketing framework optimised for building long-term brand affinity:

1. Strategy: analyse the landscape, establish your target audience's preferences, outline clear business goals and set measurable performance metrics.
2. Planning: script distinct episodes around a repeatable format, using consistent themes and narrative goals tied to your broader marketing strategy.
3. Production: film in logical, modular chunks to protect production value and keep responses short and post-production friendly.
4. Editing: use an efficient, structured seven-step post-production process to shape raw footage into a polished narrative.
5. Marketing: publish videos natively across core social networks to maximise algorithmic reach, release short teaser clips to build anticipation and follow a pre-planned schedule.

The full framework is unpacked in Chapter 8: Creating a Branded Video Series.

Community and Buying the Book

What is the Marketing Wins community and how do I join?

The Marketing Wins community is a free resource built for professionals. Members get full access to exclusive learning videos, insights, tools and tips to support professional growth and connect with like-minded marketers. You can subscribe free here, and if you have a win of your own to share, submit it through the Submit a Win page.

Where can I buy Marketing Wins?

Marketing Wins by Elliott King and Aleksandra King is published by Troubador and available in print and ebook. Visit the book page for a full overview of what is inside, or use the buy links below.

Looking for more? Explore our latest insights for marketing trends and case studies built on the book's frameworks.