Contact Professor Paul Baines
- Tel: 07977178869
- Email: paul.baines@cranfield.ac.uk
- Twitter: @drpaulbaines
- ORCID
Background
Paul Baines is Professor of Political Marketing and Head of Executive Education at the University of Leicester School of Business (ULSB). He is a Visiting Professor at Cranfield and Aston Universities, and an Associate Fellow of the King's College London's (KCL) Centre for Strategic Communications. He is a highly-regarded expert in applying marketing to government communications in order to improve their effectiveness and is a frequent broadcast and press media commentator on political marketing/strategic communication issues. Professor Baines conducts research into government/political communications and propaganda/counter-propaganda, particularly relevant, for example, in addressing: the threat of political disinformation, particularly that aimed at Western governments and their allies, to destabilise their populations and damage their relations with third party countries. He was made a Fellow of the Market Research Society (MRS) in 2016 and is a Member of the (US) Market Research Council and ESOMAR. He holds bachelors, masters and doctoral degrees from The University of Manchester, a Masters from Lancaster University and a Postgraduate Certificate in Higher Education from Middlesex University. Paul's commercial marketing research/strategy consultancy includes experience working with small, medium and large private enterprises including for IBM, 3M, Saint Gobain Glassolutions, and many more others over the years. He operates his own strategic marketing and market research consultancy, Baines Associates Ltd. He is a former Mayor of Charnwood, current Councillor, and Deputy Leader of the Charnwood Conservative Group.
Research opportunities
Professor Baines' research particularly focuses on government/political communications and propaganda/counter-propaganda from a political marketing standpoint. Previous research work has focuse on market segmentation, targeting and positioning and the use of emotional appeals in marketing. A secondary area of research at present is focused around sustainability for SMEs as Prof Baines is the Principal Investigator of GreenerFuture Leicestershire, an net zero/carbon reduction advisory service for SMEs and other stakeholders.
Current activities
Paul's research has focused on political marketing, strategic communication and propaganda. He is particularly interested in how messages are received and mentally processed. Current research work includes grant funding to evaluate the effectiveness of police social marketing/counter-terrorism communications and understanding how SMEs transition into becoming more sustainable. He is currently supervising a Cranfield DBA student investigating political marketing to youth people. He is also currently working on an edited Handbook of Political Marketing and Fundamentals of Marketing 3E.
Clients
- AstraZeneca PLC
- Rolls-Royce Holdings PLC
- Sport England
Publications
Articles In Journals
- Mukherjee S, Datta B & Baines P. (2025). Safety in Numbers? Why Indians at the Bottom of the Pyramid Herd Their Votes and The Policy Implications. Journal of Political Marketing, ahead-of-print(ahead-of-print)
- Shabbir H, Baines P, Dean D & Braddock K. (2024). Countering reactionary co-radicalization (RC-R): using multi-representational ads. Critical Studies on Terrorism, 17(1)
- Black I, Baines P, Baines N, O’Shaughnessy N & Mortimore R. (2023). The Dynamic Interplay of Hope vs Fear Appeals in a Referendum Context. Journal of Political Marketing, 22(2)
- Baines P, Brady M & Jain SP. (2022). Guest editorial. Journal of Research in Interactive Marketing, 16(1)
- Sidorova E. (2021). Paul Baines, Nicholas O’Shaughnessy, and Nancy Snow, eds. The SAGE Handbook of Propaganda. European Review of International Studies, 8(1)
- Pareek B, Ghosh P, Wilson HN, Macdonald EK & Baines PR. (2018). Tracking the impact of media on voter choice in real time: A Bayesian dynamic joint model. Journal of the American Statistical Association, 113(524)
- Antonetti P, Baines PR & Jain S. (2018). The persuasiveness of guilt appeals over time: pathways to delayed compliance. Journal of Business Research, 90
- Worcester SR, Mortimore R, Baines P & Gill M. (2018). Brexit Britain, Two years on. Significance, 15(3)
- Baines PR & Jones N. (2018). Influence and interference in foreign elections. The RUSI Journal, 163(1)
- Walker L, Baines PR, Dimitriu R & Macdonald EK. (2017). Antecedents of retweeting in a (political) marketing context. Psychology & Marketing, 34(3)
- Mortimore R, Baines PR, Worcester R & Gill M. (2017). BPC/MRS enquiry into election polling 2015: Ipsos MORI response and perspective. International Journal of Market Research, 59(3)
- Nyman J, Pilbeam C, Baines PR & Maklan S. (2016). Identifying the roles of university fundraisers in securing transformational gifts: Lessons from Canada. Studies in Higher Education, 43(7)
- Baines PR. (2016). Technological impacts on market attitudes and behaviors. Psychology & Marketing, 34(4)
- Baines P. (2015). Présidentielle 2012: une communication politique bien singulière. European Journal of Communication, 30(4)
- Antonetti P & Baines P. (2015). Guilt in Marketing Research: An Elicitation–Consumption Perspective and Research Agenda. International Journal of Management Reviews, 17(3)
- 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)
- BAINES PR & O'SHAUGHNESSY NJ. (2014). Political Marketing and Propaganda: Uses, Abuses, Misuses. Journal of Political Marketing, 13(1-2)
- Baines PR, 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)
- Baines PR & O’Shaughnessy NJ. (2014). Al-Qaeda messaging evolution and positioning, 1998–2008: Propaganda analysis revisited. Public Relations Inquiry, 3(2)
- Mortimore R, Baines PR, Crawford I, Worcester R & Zelin A. (2013). Asymmetry in Leader Image Effects and the Implications for Leadership Positioning in the 2010 British General Election. International Journal of Market Research, 56(2)
- Jones N & Baines P. (2013). Losing Control?. The RUSI Journal, 158(1)
- O'Shaughnessy NJ, Baines PR, O'Cass A & Ormrod RP. (2012). Political Marketing Orientation: Confusions, Complications, and Criticisms. Journal of Political Marketing, 11(4)
- Baines PR & Harris P. (2011). Marketing in the 2010 British General Election - perspectives, prospect and practice. Journal of Marketing Management, 27(7-8)
- Baines PR, Macdonald EK, 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)
- Baines PR, O'Shaughnessy NJ, Moloney K, Richards B, Butler S, .... (2010). The Dark Side of Political Marketing: Islamist Propaganda, Reversal Theory and British Muslims. European Journal of Marketing, 44(3/4)
- Bailey CR, Baines PR, 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)
- O'Shaughnessy NJ & Baines PR. (2009). Selling terror: The symbolization and positioning of Jihad. Marketing Theory, 9(2)
- Baines PR, Brennan R, Gill M & Mortimore R. (2009). Examining the Academic/Practitioner Divide in Marketing Research. European Journal of Marketing, 43(11/12)
- Baines P. (2009). A Reiview of: “Scott McClellan. (2008).What Happened: Inside the Bush White House and Washington's Culture of Deception.”. Journal of Political Marketing, 8(2)
- Baines P & Harris P. (2007). CSR and Public Affairs. Journal of Public Affairs, 6(04-Mar)
- Rogers P & Baines P. (2007). Edmund Curll, citizen and liveryman: Politics and the book trade. PUBLISHING HISTORY, 62
- Baines P, Brennan R & Egan J. (2006). Academy of Marketing 2006: Marketing Excellence. Journal of Marketing Management, 22(06-May)
- Baines P & Harris P. (2006). CSR and Public Affairs. Journal of Public Affairs, 6(3-4)
- Baines P, Brennan R & Egan J. (2006). Academy of Marketing Conference 2006 "Marketing Excellence". Journal of Marketing Management, 22(5-6)
- Baines PR & 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)
- 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)
- Lynch R, Baines P & Egan J. (2006). Long-Term Performance of Political Parties. Journal of Political Marketing, 5(3)
- Baines P & Lynch R. (2005). Editorial: The context, content and process of political marketing strategy. Journal of Political Marketing, 4(40239)
- Baines P & Lynch R. (2005). The Context, Content and Process of Political Marketing Strategy. Journal of Political Marketing, 4(2-3)
- Baines PR, Worcester RM, Jarrett D & Mortimore R. (2005). Product Attribute-Based Voter Segmentation and Resource Advantage Theory. Journal of Marketing Management, 21(9-10)
- Baines P. (2005). Marketing the Political Message. Journal of Political Marketing, 4(2-3)
- Baines P. (2005). Polling Opinions in the 2005 Election. Significance, 2(4)
- Baines P & Egan J. (2004). Editorial: Theory meets practice. Journal of Public Affairs, 4(3)
- Baines P. (2004). The Rhetoric and Reality of Marketing: An International Managerial Approach. European Journal of Marketing, 38(5/6)
- Baines P & Egan J. (2004). Editorial. Journal of Public Affairs, 4(3)
- Lynch * R & Baines P. (2004). Strategy development in UK higher education: towards resource‐based competitive advantages. Journal of Higher Education Policy and Management, 26(2)
- Baines PR, Worcester RM, Jarrett D & Mortimore R. (2003). Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective. Journal of Marketing Management, 19(1)
- Baines PR, Brennan R & Egan J. (2003). “Market” Classification and Political Campaigning. Journal of Political Marketing, 2(2)
- Baines PR, Worcester RM, Jarrett D & Mortimore R. (2003). Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective. Journal of Marketing Management, 19(1-2)
- Baines P. (2002). Explaining labour's second landslide. By Robert Worcester and Roger Mortimore, Politico's Publishing, London, 2001. ISBN 1902301846. Journal of Public Affairs, 2(3)
- Baines PR, Harris P & Lewis BR. (2002). The political marketing planning process: improving image and message in strategic target areas. Marketing Intelligence & Planning, 20(1)
- 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)
- Baines PR & Worcester RM. (2000). Researching Political Markets: Market Oriented or Populistic?. International Journal of Market Research, 42(3)
- Baines PR & Harris P. (2000). Kite flying: the role of marketing in the post‐BSE British beef export industry. British Food Journal, 102(5/6)
- Baines PR, Lewis BR & Ingham B. (1999). Exploring the positioning process in political campaigning. Journal of Communication Management, 3(4)
- Desai P, MacEwen CJ, Baines P & Minassian DC. (1996). Epidemiology and implications of ocular trauma admitted to hospital in Scotland.. Journal of Epidemiology & Community Health, 50(4)
- Desai P, MacEwen CJ, Baines P & Minassian DC. (1996). Incidence of cases of ocular trauma admitted to hospital and incidence of blinding outcome.. British Journal of Ophthalmology, 80(7)
- Leese GP, Ahmed S, Newton RW, Jung RT, Ellingford A, .... (1993). Use of mobile screening unit for diabetic retinopathy in rural and urban areas.. BMJ, 306(6871)
- Leese GP, Newton RW, Jung RT, Haining W & Ellingford A. (1992). Screening for Diabetic Retinopathy in a Widely Spaced Population using Nonmydriatic Fundus Photography in a Mobile Unit. Diabetic Medicine, 9(5)
Conference Papers
- Baines P. (2016). Project Servator: reassurance communications to drive suspicious activity reporting
- Baines P & Spencer C. (2016). Reassurance communications: exploring a novel police social marketing tactic using fear appeal theory
- Antonetti P, Manika D & Baines P. (2016). Guilt Trips: Transportation and the Persuasiveness of Guilt Appeals
- Baines P. (2016). Guest Speaker: Project Servator: Reassurance Communications to Drive Suspicious Activity Reporting
- Baines P. (2016). Evaluating reassurance security communications using commercial sector market research expertise
- Baines P. (2016). Political marketing research: lessons for future military deception planning?
- Baines P. (2015). Speaker: The 2015 General Election: Recollections, Recriminations and Repercussions
- Baines P. (2015). Speaker: The 2015 General Election Campaigns: Recollections, Recriminations and Repercussions
- Baines P. (2015). Keynote Speaker: The New Marketing of Terrorism
- Baines P. (2015). Guest Speaker: Advertising and Semiotics
- Baines P. (2015). Briefing: The New Marketing of Terrorism
- Baines P. (2015). Chair Session 1: Context
- Baines P. (2015). Guest Speaker: Understanding Consumer Behaviour: Some Strategic Insights
- Mortimore R, Baines P, Worcester R, Young C & Clark J. (2015). Asymmetric Political Image Effects and the Logic of Negative Campaigning
- Donmez N, Poenaru A & Baines P. (2014). Is there an Academic-Practitioner divide in market segmentation?
- Antonetti P & Baines P. (2014). An Elicitation-Consumption Framework for the Analysis of Guilt in Marketing Communications
- Baines P. (2014). Guest Speaker: Creating the Customer Focused Company
- Baines P. (2014). Guest Speaker: Developing a Customer-Focused Organisation: the CMO's Perspective
- Baines P. (2014). Guest Speaker: Marketing in the Boardroom - Contribution to Overall Company Strategy
- Klaus P & Baines P. (2013). Value-Driven Customer Experience - the Key to Successful Behavioural Segmentation Practice
- Walker L & Baines P. (2013). A Content Analysis of Northern Irish Political Marketing Print Advertising
- Walker L & Baines P. (2013). What is not yet known about Fear Appeals in Negative Political Advertising? A Future Research Agenda
- Klaus P & Baines P. (2013). Customer Experience - The Next Evolutionary Step in Segmentation Practice
- Baines P. (2013). Guest Keynote Speaker: Political Marketing: A Methodological Review and Future Research Agenda
- Baines P. (2013). Guest Speaker: Tracking Media Channel Influence in the 2010 British General Election
- Baines P. (2013). Guest Speaker: Technologies for Influence, Intelligence and Stabilisation: Why Two (Million) Heads are Better than One
- Mendoza J & Baines P. (2012). Towards a consumer price perception formation framework: a systematic review
- Walker L & Baines P. (2012). What is not yet known about fear appeals in negative political advertising? a future research agenda
- Baines P & O'Shaughnessy NJ. (2012). An aberration of political marketing: an analysis of Al Qaeda media product from 1997-2007: evolution in positioning
- Baines P. (2012). Guest Speaker: Crowdsourcing
- Baines P. (2012). Guest Speaker: The Future of Marketing
- Morrissey P & Baines P. (2011). Segmenting exercise participants by surface level participation motivation
- Poenaru A & Baines P. (2011). An organizational capability model of market segmentation
- Morrissey P & Baines P. (2011). Segmenting exercise participants by participation motivation using cluster analysis
- Baines P. (2011). Briefing: Channel Experiences and their Influence on Voting Intention in the 2010 British General Election
- Baines P. (2011). Guest Speaker: Fear and Guilt Appeal Research and their Implications for Military Influence
- Baines P. (2011). Guest Speaker: Fears Appeals and their Potential Application in Military Influence
- Baines P. (2011). Lecture: Political Marketing: Theory and Practice
- Poenaru A & Baines P. (2010). What role for market segmentation in enhancing business performance: critical review, concept reconstruction and research questions
- Baines P, Macdonald EK, Wilson H & Blades F. (2010). Communication channel experiences and their influence on voting in the 2010 British general election
- Baines P. (2010). Guest Speaker: The Dark Side of Political Marketing: How Terrorists Communicate in the Post-Modern Age
- Baines PR & Viney H. (2010). The unloved relationship? Dynamic capabilities and political-market strategy: a research agenda
- Baines P. (2009). Marketing Jihad
- Baines P & Viney H. (2009). Differentiating between levels of strategic political management approaches
- Baines P. (2009). Guest Speaker: The Dark Side of Political Marketing: How Terrorists Communicate in the Post-Modern Age
- Baines P. (2009). Guest Speaker: What can Commercial PR Learn from Political PR?
- Baines P. (2009). The Academic/Practitioner Divide in Marketing Research
- Baines P. (2009). Guest Speaker: Marketing Measurement and its Potential Application in Information Operations
- Baines P. (2008). Pinpointing political and commercial PR - similarities and differences
- Baines P. (2008). An unloved relationship? Dynamic capabilities and political-market strategy - A research agenda
- Baines P, Harris P & Smith I. (2008). Postmodern Political Marketing: the 2008 London Mayoral Election
- Baines P. (2008). Evaluating the effect of fear appeal in advertising: implications for information operations
- Baines P. (2008). Guest Speaker: Marketing Measurement and its Potential Application in Information Operations
- Baines P. (2008). Guest Speaker: The Dark Side of Political Marketing: How Terrorists Communicate in the Post-Modern Age
- Baines P. (2008). Guest Speaker: Market Segmentation and Positioning in Political Markets
- Baines P. (2008). Guest Speaker: Pinpointing Political and Commercial PR - Similarities and Differences
- Baines P, O'Shaughnessy NJ, Moloney K, Richards B, Butler S, .... (2007). Muslim Voices: The British Muslim Response to Islamist Video-Polemic: An Exploratory Study
- Brennan R & Baines P. (2007). Perceptions of research relevance among UK marketing academics
- Baines P, Worcester R & Mortimore R. (2007). Public opinion polls: do they do more harm than good?
- Viney H & Baines P. (2007). Are Firm Personality and Political-Market Strategy Interlinked? An Exploratory Review with Synthesis
- Wilson H, Baines P & Maklan S. (2007). Contemporary practice in actioning market segmentation
- Baines P. (2007). Guest Speaker: What can Commercial PR Learn from Political PR?
- Baines P. (2007). Guest Speaker: How do Universities really Differentiate Themselves: Marketing Strategy in Higher Education
- Baines P. (2006). Lectures on International Marketing and Persuasion in Broadcast Advertising
- 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
- Baines P & Gill M. (2005). The EU Constitution and the British Public: Implications for Referendum Marketing Campaigns
- Viney C, Dibben P, James P, Roper I, Lynch R, .... (2005). The impact of UK market based public services: Key stakeholder perspectives
- Baines P & Worcester RM. (2005). When the British ‘Tommy’ went to war, public opinion followed
- Mortimore R, Baines P & Huskinson T. (2005). Women's Political Attitudes 2001-2005
- Baines P. (2005). Public Opinion Polls: Do they do more Harm than Good? (sic)
- Baines P. (2005). Post-Election Briefing for the Chairman of the Conservative Party: Voter Research and the Conservative Party: An Agenda
- Morrissey P & Baines P. (2004). Towards a classification of sports participation: A Benefits Sought/ Experimental Product Perspective
- Baines P & Lynch R. (2004). Market classification and positioning strategy for HEIs in the UK: A research agenda
- Baines P & Worcester RM. (2004). Re-Evaluating the 'Americanisation' Hypothesis: Mexico-US and British-Caribbean Comparisons
- Worcester RM & Baines P. (2004). Two Triangulation Models in Political Marketing: The Market Positioning Analogy
- Baines P. (2004). Guest Keynote Speaker: Globalisation and International Marketing: A Happy Couple?
- Baines P. (2004). Guest Speaker: Political Marketing
- Baines P & Lynch R. (2003). Strategy development in UK higher education: A resource based perspective
- Lynch R & Baines P. (2003). The crisis in UK higher education: exploring survival-based strategies
- Baines P. (2003). British Political Parties and the Marketing of Message: Lessons from America?
- Baines P. (2003). Keynote Speaker: Public Opinion: Why your Company should Understand it!
- Lynch R & Baines P. (2002). The crisis in UK higher education: Towards survival-based and resource-based strategic perspectives
- Brennan R & Baines P. (2002). Ethical aspects of drug pricing: GlaxoSmithKline and anti-retroviral drugs in South Africa
- Baines P. (2002). Guest Speaker: Political Marketing and the Turkish General Election
- Baines P, Brennan R & Egan C. (2001). Structural characteristics of political markets and their strategic implications
- Baines PR & Egan J. (2001). Marketing and political campaigning: mutually exclusive or exclusively mutual?
- Lynch R, Baines P & Egan J. (2001). Strategic Resources, Competitive Advantage and Political Campaigning: A Resource-Based Perspective
- Baines P. (2001). Lectures: International Marketing and Persuasion in Broadcast Advertising
- Baines P. (2001). Lecture: Marketing Politics
- Barn S & Baines P. (2000). Developing Club-Supporter Relationships in the Football Industry
- Ellis JD, Boyle DIR, MacAlpine R, Leese GP, Baines P, .... (2000). Detection and treatment of incident sight threatening eye disease in type 1 and type 2 diabetes: A population-based study
- Baines P, Harris P & Newman B. (1999). New Realpolitik: Political Campaigning and the Application of Political Marketing Across Cultures
- Baines P, Lewis B & Yorke D. (1999). Marketing Planning for UK Political Parties: Co-ordinated Local Campaigning
- Baines P, Plasser F & Scheucher C. (1999). Investigating the Operationalisation of the Political Marketing Concept: A Comparison of US and Western European Consultants and Party Managers
- Baines P. (1999). Guest Speaker: Marketing Research in Political Markets
- Baines P, Newman B & Harris P. (1998). Political Marketing: Towards a Cross-Cultural Model
Books
- Jones N, Baines P, Craig R, Tunnicliffe I & O'Shaughnessy N. (2019). The Islamist Cyberpropaganda Threat and Its Counter-Terrorism Policy Implications In Violent Extremism. IGI Global.
- Jones N, Baines P, Craig R, Tunnicliffe I & O'Shaughnessy N. (2019). The Islamist Cyberpropaganda Threat and Its Counter-Terrorism Policy Implications In Censorship, Surveillance, and Privacy (3). IGI Global.
- Baines P, Fill C, Rosengren S & Antonetti P. (2017). Fundamentals of Marketing
- Worcester R, Mortimore R, Baines P & Gill M. (2017). Explaining Cameron's Catastrophe (1st Edition)
- Ryals L. (2017). Issues in sustainable marketing In Grayson D & Exter N (eds), Cranfield on Corporate Sustainability. Greenleaf, Sheffield.
- Viney H, Baines P & Stegen L. (2017). Public Affairs and Marketing In The SAGE Handbook of International Corporate and Public Affairs. SAGE Publications Ltd.
- Baines P, Fill C & Rosengren S. (2016). Marketing (4 ed)
- Worcester R, Mortimore R, Baines P & Gill M. Baines P(ed.). (2016). Explaining Cameron's Comeback
- Viney H, Baines P & Stegen L. (2016). Marketing and Public Affairs In Harris P & Fleisher C (eds), The SAGE Handbook of Public Affairs. Sage Publications.
- Lannoy C, Baines P & Mortimore R. (2016). Political branding: the case of the Scottish referendum 2014 In Dall'Olmo Riley F, Singh J & Blankson C (eds), The Routledge Companion to Contemporary Brand Management. Routledge.
- Jones N, Baines P, Craig R, Tunnicliffe I & O'Shaughnessy N. (2015). The Islamist Cyberpropaganda Threat and Its Counter-Terrorism Policy Implications In Richet JL(ed.), Advances in Digital Crime, Forensics, and Cyber Terrorism. IGI Global.
- Viney H & Baines PR. (2015). Managing business-government relationships through organizational advocacy In Lawton T & Rajwani T (eds), The Routledge Companion to Non-Market Strategy. Routledge.
- Baines P & Fill C. (2014). Marketing (3rd)
- Baines P, Fill C, Page K & Sinha PK. (2013). Marketing - Asian Edition (1)
- Baines P & O'Shaughnessy N (eds). (2013). Propaganda (Vols I-IV)
- Jones N, Baines P & Welsh S. (2013). Counter-Marketing in a Wicked Problem Context: The Case of Cocaine In Bradley N & Blythe J (eds), Demarketing. Routledge.
- Jones N, Baines P & Welsh S. (2013). Counter-Marketing in a Wicked Problem Context: The Case of Cocaine In Bradley N & Blythe J (eds), Demarketing. Routledge.
- Jones N, Baines P & Welsh S. (2013). Demarketing In Bradley N & Blythe J (eds), Demarketing. Routledge.
- Baines P, Fill C & Page K. (2012). Essentials of marketing
- Baines P, Fill C, Page K, Dioux J & Tramonte N. (2012). Le Marketing: Des Fondamentaux A La Pratique Contemporaine
- Worcester RM & Baines PR. (2012). Voter research and market positioning: Triangulation and its implications for policy development In Davies P & Newman B (eds), Winning Elections with Political Marketing. Howarth Press.
- Baines P(ed.). (2011). Political Marketing Volumes i-iii (1e)
- Baines P(ed.). (2011). Political Marketing (Vols 1-3)
- 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
- Baines P. (2011). Political Public Relations and Election Campaigning In Strömback J & Kiousis S (eds), Political Public Relations: Principles and Applications. Routledge.
- Baines P. (2011). Political Public Relations In Stromback J & Kiousis S (eds), Political Public Relations: Principles and Applications. Routledge.
- Brennan R, Baines P, Garneau P & Vos L. (2008). Contemporary Strategic Marketing (1st edition)
- Baines P, Fill C & Page K. (2008). Marketing Principles
- Baines P. (2008). Political Marketing In Lee Kaid L & Holtz-Bacha C (eds), Encyclopedia of Political Communication. Sage.
- Brennan R, Baines P, Garneau P & Vos L. (2007). Contemporary Strategic Marketing (2nd edition)
- Worcester R, Mortimore R & Baines P. (2007). Looking Through the Other End of the Microscope: How the Public Experienced the General Election Campaign In Wring D, Green J, Mortimore R & Atkinson S (eds), Political Communications. Palgrave Macmillan UK.
- Worcester R, Mortimore R & Baines P. (2007). Political Communications In Wring D, Green J, Mortimore R & Atkinson S (eds), Political Communications: The General Election Campaign of 2005. Palgrave Macmillan UK.
- Worcester R, Mortimore R & Baines P. (2006). Explaining Labour's Landslip
- Baines P & Chansarkar B. (2006). Introducing Marketing Research
- Baines P. (2006). United Kingdom: Westminster Parlimentary Elections, May 5th In European Association of Political Consultants (EAPC) 2005 Yearbook. EAPC.
- Worcester RM, Mortimore R & Baines P. Baines P(ed.). (2005). Explaining Labour's Landslip
- Baines P, Egan J & Jefkins F. (2004). Public Relations: Contemporary Issues and Techniques
- Barn S & Baines P. (2004). Fulham FC - club supporter relationships: 'Come all ye faithful' In Harris P & McDonald F (eds), European Business and Marketing: Strategic Issues. Sage.
- Baines P & Harris P. (2004). What's your beef? The role of the Meat and Livestock Commission after the BSE Crisis In Harris P & McDonald F (eds), European Business and Marketing: Strategic Issues. Sage.
- Baines P & Chansarkar B. Baines P(ed.). (2002). Introducing Marketing Research
- 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 Moss D & DeSanto B (eds), Public Relations Cases: International Perspectives. Routledge.
- Baines P. Baines P(ed.). (2001). Marketing and Political Campaigning in the US and the UK: What can the UK Political Parties Learn for the Development of a Campaign Management Process Model?
- Baines P, Chansarkar B & Ryan G. Baines P(ed.). (1999). Introduction to Marketing Research
- Baines P. (1999). Voter Segmentation and Candidate Positioning In Newman BI(ed.), Handbook of Political Marketing. Sage Publications.
