The Book

A winning blueprint for collaborative integrated marketing in the digital age, by Elliott King and Aleksandra King, published by Troubador. Nine chapters and, quite deliberately, not one of them about AI: artificial intelligence is transforming the tools of marketing, but not the strategy those tools serve. Positioning, audience, channel and message still decide who wins, and mastering them is exactly what this book is for.

The Marketing Wins Methodology

At its heart, the methodology is a discipline as old as trade itself: reach the right people, with the right message, in the right place, at the right time. Marketing Wins turns that principle into a working system. The journey starts with the crucial fundamentals: traditional strategy, consumer behaviour, competitive positioning and channel selection. From there, readers are immersed in the essential components of digital marketing, from web architecture, SEO and pay-per-click advertising to social media, email campaigns and analytics, with the interplay between these tactical elements brought to life through an integrated, omnichannel lens.

Evolving topics such as influencer marketing, conversion rate optimisation and retention reveal the philosophical shifts in modern practice, while emerging domains such as branded content series production and viral video distribution show how marketers can create genuine differentiation and stand out from the crowd. Every chapter distils its material into actionable tips, vivid examples and real-world case studies, so you can read end to end or dive straight into the domain you need today.

Nine Chapters, One Blueprint

Every chapter has a free overview on this site, so you can explore the blueprint before you buy.

1. A Brief History of Marketing: how the internet rewired the way consumers research and buy, and why that history still shapes strategy.
2. Digital Marketing Strategy 101: the digital marketing funnel, the buying cycle, and earned, paid and owned media.
3. Strategic Marketing Planning: the FiMO model and the discipline of turning business goals into a marketing plan.
4. Digital Marketing Tools and Tactics: the modern toolkit, mapped to every stage of the funnel.
5. Search: organic and paid visibility, and why the magic happens when they run in tandem.
6. Social Media: from one-way listings to platforms built on engagement and community.
7. Websites: the hub of your owned content and the digital incarnation of your positioning.
8. Creating a Branded Video Series: episodic, story-driven video that earns attention and keeps it.
9. Managing an Integrated Strategy: the people, personalities and processes that hold the whole machine together.

The Elephant in the Room: No AI Chapter

We left AI out of Marketing Wins on purpose, and we say so in the book. AI will change the way we live and work, the tools we use and even the people doing many of today's jobs. What it will not change is the strategic core of marketing: how you position what you do, how you communicate it in ways that resonate with real decision-making drivers, and how you present the right call to action in the right place at the right time. A follow-up revision covering the AI phenomenon is planned; the fundamentals come first, because they are what every AI deployment has to be built on.

However, we do not believe that any amount of AI will disrupt a very simple but very important fact of marketing (and sales): people buy from people (even if those people might be assisted by AI).

That position is not a retreat from the frontier; we work on it daily. Elliott advises brands as an AI visibility expert, Aleksandra is the host and producer of The BEYOND Podcast, and their agency work spans AI visibility and digital PR. If you want a taste of where the tools are heading, start with our insight on generative engine optimisation, then come back and master the strategy underneath it. The book carries the fundamentals; its authors carry the frontier.

Who the Book Is For

Marketing Wins was crafted with four groups of readers in mind, all sharing one goal: to thrive in an interconnected, hyper-competitive marketing landscape.

Business Leaders Who Need One Reliable Resource

For founders, C-suite executives and professionals who wear multiple hats, the book is a one-stop, timeless blueprint: the must-know fundamentals and practical frameworks that future-proof your skills.

Traditional Marketers Ready to Embrace Digital

If you have mastered traditional marketing but find the digital world daunting, this is your bridge. It demystifies digital by connecting it back to the core principles that have always driven effective strategy.

Sales Professionals Sharpening Their Strategic Edge

For salespeople who want to speak the language of marketing fluently, the book builds the synergy between the two disciplines and shows how digital tools help drive conversions and lasting client relationships.

Digital Specialists Seeking the Bigger Picture

If you have deep expertise in SEO, paid media or analytics but want the strategic context around it, the book connects technical skill to overarching principle, so your work always serves the bigger picture.

Why This Book Is Different

This is not another manual of fleeting tactics that lose relevance with the next algorithm update. The methodologies are rooted in principles that have held true since humans first began trading, and the book is designed to be returned to again and again: for clarity on a complex concept, or a quick refresher to spark inspiration. The frameworks are enduring, the knowledge is practical, and the strategies will stay relevant for as long as market-driven economies thrive.

About the Authors

Elliott King co-founded the award-winning digital agency MintTwist in 2007 and built it into a respected force in digital strategy before selling it to the global marcomms agency FINN Partners in 2021, where he serves as Managing Partner. He has addressed communications directors of global NGOs at the United Nations and is a visiting lecturer at City, University of London; the marketing courses he has taught to thousands of students inspired much of this book.

Aleksandra King began her career as a management consultant before building a boutique marketing consultancy spanning strategy, branded video series production and social media community engagement. She rose to national attention on BBC's The Apprentice, where she famously walked away on principle, and is today a prominent media personality and the host and producer of The BEYOND Podcast.

Together they pair decades of strategic practice with a working view from the AI frontier, which is precisely the combination this book was written to hand you.