Paul is a Fellow of the Chartered Institute of Marketing and Institute of Directors, and a member of the Market Research Society (MRS) and Academy of Marketing. He was a MRS Diploma Chief Examiner and is currently on the research awards Judges panel for the MRS. Paul's research has particularly focused on: political marketing, public opinion and propaganda (for governments, special interest groups, companies and political parties); and market segmentation and positioning (for political parties, governments, special interest groups and companies). Paul's consultancy experience includes marketing research, marketing/PR strategy development for a wide variety of organisations including: a high-profile football club, an aerospace maintenance company, national charities, an advertising agency, and UK Government departments, among others. He was a board director of development agency, North London Limited 2005-2008. He has been Director of Baines Associates Limited, since 2008.
Paul was Managing Editor, Europe of the Journal of Political Marketing from 2010-2013. . He is a Fellow of the Chartered Institute of Marketing, and a member of the Market Research Society (MRS), and a Fellow of the Institute of Directors. From 2007-2011, he was a Chief Examiner on the MRS Diploma in Market and Social Research Practice and is currently a member of the MRS Professional Development Advisory Board and a judge on the MRS Awards Panel. He holds bachelors, masters and doctoral degrees from Manchester School of Management at UMIST (now The University of Manchester) and a Postgraduate Certificate in Higher Education from Middlesex University. Paul's MPhil and PhD degrees considered the use of marketing planning in political campaigns, and a comparison of US and UK political campaign practices respectively. He was previously Director of Business Development at Middlesex University Business School, where he headed-up an entrepreneurial unit which ran accredited management development programmes for the Metropolitan Police, the NHS, local authorities and local authority housing associations and prior to that a lecturer in marketing. In his early pre-academic career, he worked in the fancy goods, toy and giftware industry, publishing and market research, mainly in sales roles.
Paul's research has particularly focused on political marketing, public opinion and propaganda. He seeks to help develop a Theory of Message Reception. Current activities include:
Worcester, R.; Mortimore, R.; Baines, P. and Gill, M. (2015), Explaining Cameron's Comeback, London: Indie Publishing
Baines, P. Fill, C. and Page, K. (2013), Essentials of Marketing, Oxford: Oxford University Press
Baines, P. and Fill, C. (2014), Marketing, 3e, Oxford: Oxford University Press
Baines, P. and O'Shaughnessy (eds.) (2013), Propaganda, Vols.I-IV, London: Sage Publications
Baines, P. (ed.) (2012), Political Marketing, Vols.I-III, London: Sage Publications.
Speeches/conferences: Frequent keynote presentations including International Political Marketing Conferences at Stockholm 2013 and in Prague 2015.
Editorial: Senior Editor, Europe, of the Journal of Political Marketing. Guest Editor, Psychology and Marketing Special Edition on 'Technological Impacts on Market Attitudes and Behavior'.
PhD Supervision: Supervises PhD/DBA students in the following areas: social media analysis in political marketing, social marketing communications in a security context, demarketing of cocaine, price perception formation, and market segmentation based on hidden needs.
External Examination: On political marketing PhDs worldwide, and at City College, Thessaoniki, a University of Sheffield International College.
Media Commentator: Frequent commentating on political marketing and marketing, and marketing higher education matters in print and broadcast media.
Current research: Focused around Strategic Communication in the defence and security context, and on political marketing. Previous research projects have included evaluating the effectiveness of party marketing, public opinion in the Scottish Referendum in 2014 and the 2015 British General Election, usually undertaken with colleagues at market research agencies, Ipsos MORI and MESH Planning.
Paul has worked for the UK Foreign and Commonwealth Office, Home Office, and Ministry of Defence on communication research projects as well as on IBM executive development programmes for London Business School and as a coach and mentor for marketing directors/CEOs.
Articles In Journals
- Antonetti P, Baines P & Walker L (2015) From Elicitation to Consumption: Assessing the Longitudinal Effectiveness of Negative Emotional Appeals in Social Marketing, Journal of Marketing Management, 31 (9-10).
- Antonetti P & Baines P (2014) Guilt in Marketing Research: An Elicitation-Consumption Perspective and Research Agenda, International Journal of Management Reviews, 17 (3) 333-355.
- Baines P & O'Shaughnessy NJ (2014) Al-Qaeda messaging evolution and positioning, 1998-2008: Propaganda analysis revisited, Public Relations Inquiry, 3 (2) 163-191.
- Poenaru A, Baines P & Wilson H (2014) Building Capabilities in Market Segmentation, The European Business Review, May-June 52-55.
- Baines P & O'Shaughnessy NJ (2014) Political Marketing and Propaganda: Uses, Abuses, Misuses, Journal of Political Marketing, 13 (1-2) 1-18.
- Mortimore R, Baines P, Crawford I, Worcester R & Zelin A (2014) Asymmetry in Leader Image Effects and the Implications for Leadership Positioning in the 2010 British General Election, International Journal of Market Research, 56 (2) 185-205.
- Baines P, Crawford I, O'Shaughnessy NJ, Worcester R & Mortimore R (2014) Positioning in political marketing: How Semiotic Analysis Can Support Traditional Survey Approaches, Journal of Marketing Management, 30 (1-2) 172-200.
- Jones N & Baines P (2013) Losing Control? Social Media and Military Influence, RUSI Journal, 158 (1) 72-78.
- O'Shaughnessy NJ, Baines P, O'Cass A & Ormrod R (2012) Political market orientation: complications, confusions and criticisms, Journal of Political Marketing, 11 (4) 353-366.
- Schultz D, Macdonald E & Baines P (2012) Best Practice: Integrated Marketing Communications, Admap (November) 44-45.
- Baines P & Harris P (2011) Marketing in the 2010 British General Election - perspectives, prospect and practice, Journal of Marketing Management, 27 (7-8) 647-655.
- Baines P, Macdonald E, Wilson H & Blades F (2011) Measuring communication channel experiences and their influence on voting in the 2010 British General Election, Journal of Marketing Management, 27 (7-8) 691-717.
- Baines P, O'Shaughnessy NJ, Moloney K, Richards B, Butler S & Gill M (2010) The Dark Side of Political Marketing: Islamist Propaganda, Reversal Theory and British Muslims, European Journal of Marketing, 44 (3/4) 478-495.
- Baines P & Viney H (2010) The Unloved Relationship? Dynamic Capabilities and Political-Market Strategy: A Research Agenda, Journal of Public Affairs, 10 (4) 258-264.
- Blades F, Baines P & Macdonald E (2010) Digging deeper: The new tracking of experiential touchpoints in the UK General Election, Research World, 22 52-55.
- O'Shaughnessy NJ & Baines P (2009) Selling of Terror: The Symbolization and Positioning of Jihad, Marketing Theory, 9 (2) 227-241.
- Baines P (2009) Why CRM Data complacency belongs to the past, Public Sector Executive (January).
- Baines P (2009) Evaluating the effect of the fear appeal in advertising: implications for information operations, Journal of Information Warfare, 8 (1).
- Baines P, Brennan R, Gill M & Mortimore R (2009) Examining the Academic/Practitioner Divide in Marketing Research, European Journal of Marketing, 43 (11/12) 1289-1299.
- Bailey C, Baines P, Wilson H & Clark M (2009) Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough, Journal of Marketing Management, 25 (3/4) 227-252.
- Baines P (2007) Recapturing our lost youth, Consulting Review (Capgemini) (Autumn).
- Baines P & Worcester R (2006) Mikor Tommy, a brit kozlegeny haboruba ment, a kozvelemeny erdeklodese kiserte, Kommunikacio Media Gazdasag, IV (1) 15-36.
- Brennan R & Baines P (2006) Is there a morally right price for anti-retroviral drugs in the developing world?, Business Ethics: A European Review, 15 (1) 29-43.
- Lynch R, Baines P & Egan C (2006) Long-term planning for political parties in the United Kingdom: Towards a competitive resource-based perspective, Journal of Political Marketing, 5 (3) 71-92.
- Baines P & Gill M (2006) Research Note: The EU Constitution and the British Public: What The Polls Tell Us About the Campaign That Never Was, International Journal of Public Opinion Research, 18 (4) 463-474.
- Baines P & Worcester R (2005) When the British Tommy went to war, public opinion followed, Journal of Public Affairs, 5 (1) 4-19.
- Baines P (2005) Marketing the political message: American influences on British practices, Journal of Political Marketing, 4 (2-3) 135-162.
- Baines P (2005) The 2005 General Election Polls, Significance, 2 (2) 50-53.
- Baines PR, Worcester R, Jarrett D & Mortimore R (2005) Product attribute-based voter segmentation and resource-advantage theory, Journal of Marketing Management, 21 (9-10) 1079-1115.
- Baines P (2005) Pollling opinions in the 2005 election, Significance, 2 (4) 158-161.
- Lynch R & Baines P (2004) Strategy development in UK higher education: Developing a resource-based perspective of competitive advantages, Journal of Higher Education Planning and Management, 26 (2) 171-187.
- Baines P, Brennan R & Egan J (2003) Political 'market' classification for strategic marketing implications, Journal of Political Marketing, 2 (2) 47-66.
- Baines PR, Worcester R, Jarrett D & Mortimore R (2003) Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective, Journal of Marketing Management, 19 (1-2) 225-249.
- Baines P, Lewis B R & Harris P (2002) The Political Marketing Planning Process: Improving Image and Message in Strategic Target Areas, Marketing Intelligence and Planning, 20 (1) 6-14.
- Baines P & Egan J (2001) Marketing and Political Campaigning: Mutually Exclusive or Exclusively Mutual?, Qualitative Market Research: An International Journal, 4 (1) 25-34.
- Baines PR, Scheucher C & Plasser F (2001) The 'Americanisation' Myth in European Political Markets: A Focus on the United Kingdom, European Journal of Marketing, 35 (9-10) 1099-1116.
- Baines P & Worcester R (2000) Researching Political Markets: market-oriented or populistic?, International Journal of Market Research, 42 (3) 339-356.
- Baines P & Harris P (2000) Kite-flying: the role of marketing in the post-BSE British beef export industry, British Food Journal, 102 (5/6) 454-464.
- Baines P, Lewis BR & Ingham B (1999) Exploring the positioning process in political campaigning, Journal of Communication Management, 3 (4) 325-336.
- Antonetti P & Baines P (2014) An Elicitation-Consumption Framework for the Analysis of Guilt in Marketing Communications. In: Academy of Marketing Conference 2014, Bournemouth.
- Donmez N, Poenaru A & Baines P (2014) Is there an Academic-Practitioner Divide in Market Segmentation?. In: Academy of Marketing Conference 2014, Bournemouth.
- Klaus P & Baines P (2013) Value-Driven Customer Experience - the Key to Successful Behavioural Segmentation Practice. In: QUIS: The 13th International Research Symposium on Service Excellence in Management, Karlstad.
- Walker L & Baines P (2013) What is not yet known about Fear Appeals in Negative Political Advertising? A Future Research Agenda. In: International Political Marketing Conference 2013, Stockholm.
- Walker L & Baines P (2013) A Content Analysis of Northern Irish Political Marketing Print Advertising. In: Academy of Marketing Conference 2013, Cardiff.
- Klaus P & Baines P (2013) Customer Experience - The Next Evolutionary Step in Segmentation Practice. In: 3rd Naples Forum on Service Conference, Ischia.
- Walker L & Baines P (2012) What is not yet known about fear appeals in negative political advertising? a future research agenda. In: Australia and New Zealand Marketing Academy Conference, Ehrenberg Bass Institute, Adelaide.
- Mendoza J & Baines P (2012) Towards a consumer price perception formation framework: a systematic review. In: Australia and New Zealand Marketing Academy Conference, Ehrenberg Bass Institute, Adelaide.
- Baines P & O'Shaughnessy NJ (2012) An aberration of political marketing: an analysis of Al Qaeda media product from 1997-2007: evolution in positioning. In: Academy of Marketing Conference, University of Southampton, Southampton.
- Morrissey P & Baines P (2011) Segmenting exercise participants by surface level participation motivation. In: 2011 Academy of Marketing conference: marketing fields forever, Liverpool.
- Morrissey P & Baines P (2011) Segmenting exercise participants by participation motivation using cluster analysis. In: 2011 Australian and New Zealand Marketing Academy conference (ANZMAC 2011), Perth.
- Poenaru A & Baines P (2011) An organizational capability model of market segmentation. In: 2011 Australian and New Zealand Marketing Academy conference (ANZMAC 2011), Perth.
- Baines P, Macdonald EK, Wilson H & Blades F (2010) Communication channel experiences and their influence on voting in the 2010 British general election. In: Academy of Marketing Political Marketing Specialist Interest Group, Chester.
- Poenaru A & Baines P (2010) What role for market segmentation in enhancing business performance: critical review, concept reconstruction and research questions. In: Academy of Marketing Conference, Coventry University, Coventry.
- Baines P (2009) Marketing Jihad. In: International Symposium on Political Marketing, Brno, Czech Republic.
- Baines P & Viney H (2009) Differentiating between levels of strategic political management approaches. In: 2009 Academy of Management annual meeting: green management matters, Chicago, IL.
- Baines P & Viney H (2008)
An unloved relationship? Dynamic capabilities and political-market strategy: a research agenda. In: Academy of Marketing Conference, Robert Gordon University, Aberdeen.
- Baines P, Harris P & Smith I (2008) Postmodern Political Marketing: the 2008 London Mayoral Election. In: ANZMAC 2008 Conference, Sydney.
- Baines P (2008) Evaluating the effect of fear appeal in advertising: implications for information operations. In: Information Operations and Influence Activity Symposium, Shrivenham.
- Baines P (2008) Pinpointing political and commercial PR - similarities and differences. In: Corporate Communications Conference, Johannesburg.
- Baines P (2008) An unloved relationship? Dynamic capabilities and political-market strategy - A research agenda. In: Academy of Marketing Annual Conference 2008, Aberdeen.
- Baines P, O'Shaughnessy NJ, Moloney K, Richards B, Butler S & Gill M (2007) Muslim Voices: The British Muslim Response to Islamist Video-Polemic: An Exploratory Study. In: International Conference on Political Marketing, Sinaia.
- Brennan R & Baines P (2007) Perceptions of Research Relevance Among UK Marketing Academics. In: Academy of Marketing Conference 2007, Kingston upon Thames.
- Baines P, Worcester R & Mortimore R (2007) Public opinion polls: do they do more harm than good?. In: 56th International Statistical Institute Conference, Lisbon.
- Viney H & Baines P (2007) Are Firm Personality and Political-Market Strategy Interlinked? An Exploratory Review with Synthesis. In: Strategic Management Society Annual International Conference, San Diego.
- Wilson H, Baines P & Maklan S (2007) Contemporary practice in actioning market segmentation. In: Academy of Marketing SIG on Market Segmentation Workshop, Milton Keynes.
- Morrisey P & Baines P (2005) The classification of the youth sports participation market - initiating the formation of a segmentation template through the use of 'psychological' benefit segmentation. In: Irish Academy of Management Annual Conference, Dublin.
- Baines P & Gill M (2005) The EU Constitution and the British Public: Implications for Referendum Marketing Campaigns. In: World Associatioon of Public Opinion Research, Cannes.
- Viney C, Dibben P, James P, Roper I, Lynch R & Baines P (2005) The impact of UK market based public services: Key stakeholder perspectives. In: IRSPM IX Conference, Milan.
- Morrissey P & Baines P (2004) Towards a classification of sports participation: A Benefits Sought/ Experimental Product Perspective. In: Irish Academy of Management Annual Conference, Dublin.
- Baines P & Lynch R (2004) Market classification and positioning strategy for HEIs in the UK: A research agenda. In: Academy of Marketing Conference, Cheltenham.
- Lynch R & Baines P (2003) The crisis in UK higher education: exploring survival-based strategies. In: ANZMAC 2009 Conference, Melbourne.
- Baines P & Lynch R (2003) Strategy development in UK higher education: A resource based perspective. In: Academy of Marketing Conference, Birmingham.
- Lynch R & Baines P (2002) The crisis in UK higher education: Towards survival-based and resource-based strategic perspectives. In: British Academy of Management Conference, London.
- Brennan R & Baines P (2002) Ethical aspects of drug pricing: GlaxoSmithKline and anti-retroviral drugs in South Africa. In: Academy of Marketing Conference, Nottingham.
- Baines P, Brennan R & Egan C (2001) Structural characteristics of political markets and their strategic implications. In: American Marketing Association Summer Educators Conference, Washington.
- Baines P & Fill C (2014) Marketing. Oxford: Oxford University Press, ed. 3rd.
- Baines P, Fill C, Page K & Sinha PK (2013) Marketing - Asian Edition. New Delhi: Oxford University Press, ed. 1.
- Jones N, Baines P & Welsh S (2013) Counter-Marketing in a Wicked Problem Context: The Case of Cocaine. In: Demarketing. Bradley N, Blythe J (ed.), London: Routledge, p. 44-64.
- (2012) Propaganda.
- Baines P, Fill C & Page K (2012) Essentials of marketing. Oxford: Oxford University Press.
- Baines P, Fill C, Page K, Dioux J & Tramonte N (2012) Le Marketing: Des Fondamentaux A La Pratique Contemporaine. Bruxelles: De Boeck.
- Baines P, Dimitriu R, Knox S, Macdonald E, Marcos Cuevas J, Marcos Cuevas J, Knox S & Ryals L (2012) Issues in sustainable marketing. In: Cranfield on corporate sustainability. Grayson D and Exter N (ed.), Sheffield: Greenleaf Publishing, p. 119-132.
- Worcester R, Mortimore R, Baines P & Gill M (2011) Explaining Cameron's Coalition: How it came about - An analysis of the 2010 British General Election. London: Biteback Publishing.
- Baines P (2011) Political public relations and election campaigning. In: Political public relations: principles and applications. Strömback J and Kiousis S (ed.), Oxford: Routledge, p. 115-137.
- Baines P, Fill C & Page K (2008) Marketing Principles. Oxford University Press.
- Baines P (2008) Political Marketing. In: Encyclopedia of Political Communication. Lee Kaid L, Holtz-Bacha C (ed.), Sage.
- Brennan R, Baines P, Garneau P & Vos L (2007) Contemporary Strategic Marketing. Basingstoke: Palgrave Macmillan, ed. 2nd edition.
- Worcester R, Mortimore R & Baines P (2007) Looking through the other end of the microscope: how the public experienced the 2005 general election campaign. In: Political Communications: The British General Election 2005. Wring D, Green J, Mortimore R, Atkinson S (ed.), London: Frank Cass.
- Worcester R, Mortimore R & Baines P (2006) Explaining Labour's Landslip. London: Politicos Publishing.
- Baines P & Chansarkar B (2006) Introducing Marketing Research. Chichester: Wiley Press.
- Baines P (2006) United Kingdom: Westminster Parlimentary Elections, May 5th. In: European Association of Political Consultants (EAPC) 2005 Yearbook, EAPC.
- Worcester R & Baines P (2006) Voter research and market positioning: Triangulation and its implications for policy development. In: Winning Elections with Political Marketing. Davies P, Newman B (ed.), New York: Howarth Press.
- Worcester R, Mortimore R & Baines P (2005) Looking through the other end of the microscope: How the public experienced the 2005 general election. In: Political Communications: The British General Election 2005. Wring D, Green J, Mortimore R, Atkinson S (ed.), London: Frank Cass.
- Baines P, Egan J & Jefkins F (2004) Public Relations: Contemporary Issues and Techniques. Oxford: Butterworth-Heinemann.
- Barn S & Baines P (2004) Fulham FC - club supporter relationships: 'Come all ye faithful'. In: European Business and Marketing: Strategic Issues. Harris P, McDonald F (ed.), London: Sage.
- Baines P & Harris P (2004) What's your beef? The role of the Meat and Livestock Commission after the BSE Crisis. In: European Business and Marketing: Strategic Issues. Harris P, McDonald F (ed.), London: Sage.
- Brennan R, Baines P & Garneau P (2002) Contemporary Strategic Marketing. Basingstoke: Palgrave Macmillan, ed. 1st edition.
- Baines P & Harris P (2002) Lobbying for survival: The UK BSE crisis and the role of the Meat and Livestock Commission in lifting the EC Export Ban. In: Public Relations Cases: International Perspectives. Moss D, DeSanto B (ed.), London: Routledge, p. 130-143.