Background

Paul is a Fellow of the Chartered Institute of Marketing, Institute of Directors, and the Market Research Society (MRS) and a member of the Academy of Marketing and ESOMAR.  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 is currently a Senior Editor on the Journal of Political Marketing. He holds bachelors, masters and doctoral degrees from Manchester School of Management at UMIST (now The University of Manchester), a masters degree in applied statistics from Lancaster University 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 in a sales role and as a market researcher.


Current activities

Paul's research has particularly focused on political marketing, public opinion and propaganda.  He is particularly interested in how messages are received, especially through emotional appeals.  Current activities include:

Forthcoming and Recent Scholarship:

Worcester, R, Mortimore, R, Baines, and Gill, M (2017), Explaining Cameron's Catastrophe.  London: Indie Publishing

Baines P, Fill C, Rosengren S and Antonetti P (2017), Marketing, 5e.  Oxford: Oxford University Press

Worcester R, Mortimore R, Baines P, and Gill M (2016), 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 marketing communications in the dark market, and market segmentation based on hidden needs, and political marketing and youth engagement. 

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 counter-terrorism communications, party marketing, public opinion in the Scottish Referendum in 2014, the 2015 British General Election and the 2016 UK Referendum on the EU, usually undertaken with colleagues at market research agencies, Ipsos MORI and MESH Planning.


Clients

Paul has worked for the UK Foreign and Commonwealth Office, Home Office, Ministry of Defence and UK Law Enforcement 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 of mainly medium and large companies.


Publications

Articles In Journals

Conference Papers

  • Antonetti P, Manika D & Baines P (2016) Guilt Trips: Transportation and the Persuasiveness of Guilt Appeals. In: Association of Consumer Research Conference, Berlin.
  • Baines P & Spencer C (2016) Reassurance Communications: Exploring a Novel Police Social Marketing Tactic using Fear Appeal Theory. In: Academy of Marketing Conference 2016 (Newcastle), Newcastle.
  • 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.
  • Mortimore R, Baines P, Worcester R, Young C & Clark J (2013) Asymmetric Political Image Effects and the Logic of Negative Campaigning. In: 42nd Academy of Marketing Science Annual Conference, 2013, Monterey Bay, California.
  • 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.
  • Baines P & Worcester R (2003) When the British Tommy went to War, Public Opinion Followed. In: World Association of Public Opinion Research Conference, Prague.
  • 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.
  • Barn S & Baines P (2000) Developing Club-Supporter Relationships in the Football Industry. In: Academy of Marketing Conference, Derby.
  • Baines P & Egan J (2000) Marketing and Political Campaigning: Mutually Exclusive or Exclusively Mutual?. In: Academy of Marketing Conference, Derby.
  • Baines P, Harris P & Newman B (1999) New Realpolitik: Political Campaigning and the Application of Political Marketing Across Cultures. In: EMAC 28th Conference, Berlin.
  • Baines P, Lewis B & Yorke D (1999) Marketing Planning for UK Political Parties: Co-ordinated Local Campaigning. In: Academy of Marketing Conference, Stirling.

Books

  • Baines P, Fill C, Rosengren S & Antonetti P (2017) Marketing Fundamentals (Forthcoming 2017). Oxford: Oxford University Press.
  • Baines P, Fill C & Rosengren S (2017) Marketing (Forthcoming 2017). Oxford: Oxford University Press, ed. 4 ed.
  • Worcester R, Mortimore R, Baines P & Gill M (2016) Explaining Cameron's Comeback. London, UK: Indie Books.
  • Viney H, Baines P & Stegen L (2016) Marketing and Public Affairs. In: The SAGE Handbook of Public Affairs. Harris P, Fleisher C (ed.), Sage Publications, p. 115-133.
  • Lannoy C, Mortimore R & Baines P (2016) Political Branding: the Case of the Scottish Referendum 2014. In: The Routledge Companion to Contemporary Brand Management. Dall'Olmo Riley F, Singh J, Blankson C (ed.), London: Routledge, p. 423-447.
  • Jones N, Baines P, Craig N, Tunnicliffe I & O'Shaughnessy NJ (2015) The Islamist Cyberpropaganda Threat and its Counter-Terrorism Policy Implications. In: Cybersecurity Policies and Strategies for Cyberwarfare Prevention. Richet JL (ed.), Hershey, PA: IPI Global, p. 341-366.
  • Baines P & Fill C (2014) Marketing. Oxford: Oxford University Press, ed. 3rd.
  • Viney H & Baines P (2014) Managing Business-Government Relations Through Organizational Advocacy. In: Managing Nonmarket Strategy. Lawton T, Rajwani T (ed.), London: Routledge.
  • 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.
  • 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.), 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.
  • Baines P (2012) Political Marketing Vols I-III.
  • 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.
  • Worcester RM, Mortimore R & Baines P (2005) Explaining Labour's Landslip. Politocos Publishing.
  • 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.
  • Baines P & Chansarkar B (2002) Introducing Marketing Research. New York: Wiley Press.
  • Baines P (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?. Manchester: University of Manchester.
  • Baines P, Chansarkar B & Ryan G (1999) Introduction to Marketing Research. London: Middlesex University Press.
  • Baines P (1999) Voter Segmentation and Candidate Positioning. In: Handbook of Political Marketing. Newman BI (ed.), London: Sage Publications, p. 403-422.