Contact Professor Paul Baines

Background

Paul Baines is Professor of Political Marketing at Cranfield School of Management. He is one of the world's foremost academic experts on political marketing. He is author/co-author of more than a hundred published articles, book chapters and books on marketing issues. Over the last 20 years, Paul's research has particularly focused on political marketing, public opinion and propaganda. He was made a Fellow of the Market Research Society (MRS) in 2016 and is 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. He is a past judge on the MRS Awards Panel and the ESOMAR Excellence best paper initiative. In 2017, with his former and current Ipsos MORI co-authors, he won the International Journal of Market Research collaborative research award for the second time (first time in 2014).  He has been a regular commentator in both the press and broadcast media on political marketing topics during British general and extraordinary elections. 

He holds bachelors, masters and doctoral degrees from The University of Manchester and a Postgraduate Certificate in Higher Education from Middlesex University. Paul's teaching has encompassed undergraduate, postgraduate and post-experience levels, including full time and executive MBA teaching, in the UK, Canada, Finland, Malaysia, Singapore, Sweden, Saudi Arabia and Cyprus across a number of aspects of marketing including marketing research, marketing strategy, political marketing, public relations, branding, and consumer behaviour.  Paul is a regular contributor to Cranfield Defence and Security programmes, teaching on various programmes, including the MSc Defence Acquisition Management programme and contributing to the 'Countering Extremism' symposium.

Paul is (co-)editor and co-author of numerous marketing texts, including, with Chris Fill and Sara Rosengren, the best-seller, 'Marketing' 4e (Oxford University Press, 2017) and 'Fundamentals of Marketing' (Oxford University Press, 2017) with Chris Fill, Sara Rosengren and Paolo Antonetti, 'Political Marketing' (Sage Publications, 2011), 'Propaganda' (Sage Publications, 2013 with Nicholas O'Shaughnessy) and with Sir Robert Worcester, Roger Mortimore and Mark Gill, the polling treatises 'Explaining Cameron's Comeback' (Indie Publishing, 2016) and 'Explaining Cameron's Catastrophe' (Indie Publishing, 2017). Paul's commercial marketing research/strategy consultancy includes experience working with small, medium and large private enterprises including for IBM, 3M, Saint Gobain Glassolutions, Fulham Football Club and many others over the years. He was a non-executive director of the sub-regional development agency, North London Limited from November 2006-April 2008.  He operates his own strategic marketing and market research consultancy, Baines Associates Limited.


Current activities

Paul leads MSc modules in Research Methods and Insight, and Marketing Communications on the MSc Strategic Marketing programme and teaches marketing on the Executive MBA, and General Management programmes and Structural Equation Modelling on the PhD programme. He also contributes to teaching and executive development across a range of other University and School of Management offerings. Paul's research has focused on political marketing, public opinion and propaganda. He is particularly interested in how messages are received, especially through emotional appeals. Current research work includes grant funding for a project to evaluate the effectiveness of police social marketing/counter-terrorism communications (i to i research/Department for Transport) and a project to explore the effectiveness of guilt-elicitation in marketing communications (British Academy). He is presently supervising PhD and DBA work on political marketing to youth audiences, dynamic pricing in the Croatian telecommunications market and undertaking market segmentation using hidden needs analysis. He guest edited a special edition of Psychology and Marketing in 2017 on 'technological impacts on market attitudes and behaviour'.  He is currently working on two book manuscripts: 'Explaining May's Miscalculations' on the folly that was the British General Election 2017 and an edited text on propaganda research. As former Director of the Executive MBA, Paul has lead the transformation of the programme, in partnership with Grant Thornton, to align the programme to industry needs and to enable companies to send their senior employees on the programme using Apprenticeship Levy funding.


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. He is currently a Non-Executive Director of the Business Continuity Institute. He has also taught on executive programmes for Astra Zeneca, Rolls-Royce, and Sport England, among many others and on programmes for Madinah Institute for Leadership and Entrepreneurship (MILE) and the University of Stockholm.


Publications

Articles In Journals

Conference Papers

  • Baines P (2016) Guest Speaker: Project Servator: Reassurance Communications to Drive Suspicious Activity Reporting. In: Countering Extremism Symposium, Shrivenham, 4 February 2016.
  • Baines P (2016) Project Servator: reassurance communications to drive suspicious activity reporting. In: Information Operations Global, London, 15-16 June 2016.
  • Baines P (2016) Evaluating Reassurance Security Communications using Commercial Sector Market Research Expertise. In: NATO Centre of Excellence on Strategic Communications, Riga, 30 August 2016.
  • Baines P (2016) Political Marketing Research: Lessons for Future Military Deception Planning?. In: Political Marketing Research Event, Army Welfare Centre, London, 6 September 2016.
  • 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, 4-7 July 2016.
  • Antonetti P, Manika D & Baines P (2016) Guilt Trips: Transportation and the Persuasiveness of Guilt Appeals. In: Association of Consumer Research Conference, Berlin, 27 October 2016.
  • Baines P (2015) Speaker: The 2015 General Election: Recollections, Recriminations and Repercussions. In: The Chester Forum VI - 2015, Chester, 21 May 2015.
  • Baines P (2015) Speaker: The 2015 General Election Campaigns: Recollections, Recriminations and Repercussions. In: Worshipful Company of Marketors, London, 17 June 2015.
  • Baines P (2015) Keynote Speaker: The New Marketing of Terrorism. In: International Political Marketing Conference 2015, Charles University, 4 September 2015.
  • Baines P (2015) Guest Speaker: Understanding Consumer Behaviour: Some Strategic Insights. In: Aston University Lecture, Birmingham, 16 October 2015.
  • Baines P (2015) Chair Session 1: Context. In: The International Military Influence Conference 2015, London, 29 October 2015.
  • Baines P (2015) Guest Speaker: Advertising and Semiotics. In: Hogeschool Utrecht, Utrecht, 23 November 2015.
  • Baines P (2015) Briefing: The New Marketing of Terrorism. In: Briefing for the Austrian Department of Europe Integration and Foreign Affairs, Vienna, 3 December 2015.
  • Baines P (2014) Guest Speaker: Marketing in the Boardroom - Contribution to Overall Company Strategy. In: Worshipful Company of Marketors Event - 2014, City of London, 25 June 2014.
  • Baines P (2014) Guest Speaker: Developing a Customer-Focused Organisation: the CMO's Perspective. In: Maastricht University Lecture, Maastricht University, 15 October 2014.
  • Baines P (2014) Guest Speaker: Creating the Customer Focused Company. In: Aston University Lecture, Birmingham, 24 October 2014.
  • Antonetti P & Baines P (2014) An Elicitation-Consumption Framework for the Analysis of Guilt in Marketing Communications. In: Academy of Marketing Conference 2014, Bournemouth, 3 July 2014.
  • Donmez N, Poenaru A & Baines P (2014) Is there an Academic-Practitioner Divide in Market Segmentation?. In: Academy of Marketing Conference 2014, Bournemouth, 3 July 2014.
  • Baines P (2013) Guest Speaker: Technologies for Influence, Intelligence and Stabilisation: Why Two (Million) Heads are Better than One. In: IOIA Symposium 2013, Shrivenham, 7 March 2013.
  • Baines P (2013) Guest Speaker: Tracking Media Channel Influence in the 2010 British General Election. In: Swedish Market Research Day (SMRD) Conference 2013, Stockholm, 14 March 2013.
  • Baines P (2013) Guest Keynote Speaker: Political Marketing: A Methodological Review and Future Research Agenda. In: International Political Marketing Conference 2013, Stockholm, 19 September 2013.
  • 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, 15 May 2013.
  • 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, 10 June 2013.
  • 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, 19 September 2013.
  • Walker L & Baines P (2013) A Content Analysis of Northern Irish Political Marketing Print Advertising. In: Academy of Marketing Conference 2013, Cardiff, 8 July 2013.
  • Klaus P & Baines P (2013) Customer Experience - The Next Evolutionary Step in Segmentation Practice. In: 3rd Naples Forum on Service Conference, Ischia, 18 June 2013.
  • Baines P (2012) Guest Speaker: The Future of Marketing. In: Cyprus Institute of Marketing Lecture - 2012, Nicosia, 29 February 2012.
  • Baines P (2012) Guest Speaker: Crowdsourcing. In: NATO School Lecture - 2012, Oberammagau, 30 October 2012.
  • 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, 3 December 2012.
  • 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, 3 December 2012.
  • 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, 2 July 2012.
  • Baines P (2011) Lecture: Political Marketing: Theory and Practice. In: South Bank University Series 2011, London, 10 May 2011.
  • Baines P (2011) Guest Speaker: Fears Appeals and their Potential Application in Military Influence. In: Ministry of Defence Workshop 2011, London, 2 June 2011.
  • Baines P (2011) Guest Speaker: Fear and Guilt Appeal Research and their Implications for Military Influence. In: Ministry of Defence Workshop 2011, London, 7 June 2011.
  • Baines P (2011) Briefing: Channel Experiences and their Influence on Voting Intention in the 2010 British General Election. In: Briefing for the Austrian People's Party 2011 (Upper Austrian Section), London, 17 November 2011.
  • Morrissey P & Baines P (2011) Segmenting exercise participants by surface level participation motivation. In: 2011 Academy of Marketing conference: marketing fields forever, Liverpool, 5 July 2011.
  • 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, 28 November 2011.
  • Poenaru A & Baines P (2011) An organizational capability model of market segmentation. In: 2011 Australian and New Zealand Marketing Academy conference (ANZMAC 2011), Perth, 28 November 2011.
  • Baines P (2010) Guest Speaker: The Dark Side of Political Marketing: How Terrorists Communicate in the Post-Modern Age. In: University of Bath Research Series, Bath, 18 November 2010.
  • 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, 8 October 2010.
  • 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, 6 July 2010.
  • Baines P (2009) Guest Speaker: Marketing Measurement and its Potential Application in Information Operations. In: PG Certificate Information Operations Course DCMT - 2009, Cranfield University, Cranfield, 13 March 2009.
  • Baines P (2009) The Academic/Practitioner Divide in Marketing Research. In: University of Nottingham Research Seminar Series 2009, Nottingham, 11 May 2009.
  • Baines P (2009) Guest Speaker: What can Commercial PR Learn from Political PR?. In: Strategic Communications Excellence Conference 2009, Nairobi, 13 July 2009.
  • Baines P (2009) Guest Speaker: The Dark Side of Political Marketing: How Terrorists Communicate in the Post-Modern Age. In: International Symposium on Political Marketing, Brno, 8 October 2009.
  • Baines P (2009) Marketing Jihad. In: International Symposium on Political Marketing, Brno.
  • 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, 7 August 2009.
  • Baines P (2008) Guest Speaker: Pinpointing Political and Commercial PR - Similarities and Differences. In: Corporate Communications Conference 2008, Johannesburg, 12 February 2008.
  • Baines P (2008) Guest Speaker: Market Segmentation and Positioning in Political Markets. In: University of Hull Research Seminar Series 2008, University of Hull, 21 February 2008.
  • Baines P (2008) Guest Speaker: The Dark Side of Political Marketing: How Terrorists Communicate in the Post-Modern Age. In: University of Stirling Research Seminar Series 2008, University of Stirling, 21 October 2008.
  • Baines P (2008) Guest Speaker: Marketing Measurement and its Potential Application in Information Operations. In: NATO Info Opps Symposium 2008, 11 November 2008.
  • 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, 8 July 2008.
  • 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 2008, Johannesburg, 12 February 2008.
  • Baines P (2008) An unloved relationship? Dynamic capabilities and political-market strategy - A research agenda. In: Academy of Marketing Annual Conference 2008, Aberdeen, 8 July 2008.
  • Baines P (2007) Guest Speaker: How do Universities really Differentiate Themselves: Marketing Strategy in Higher Education. In: CASE European Conference 2007, Herriot Watt University, Edinburgh, 29 August 2007.
  • Baines P (2007) Guest Speaker: What can Commercial PR Learn from Political PR?. In: International Public Relations Association 2007, Waldorf Hotel, London, 12 November 2007.
  • 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, Lisboa, 22 August 2005.
  • 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.
  • Baines P (2006) Lectures on International Marketing and Persuasion in Broadcast Advertising. In: Intercollege Nicosia Lectures 2006, Nicosia, 30 April 2006.
  • Baines P (2005) Post-Election Briefing for the Chairman of the Conservative Party: Voter Research and the Conservative Party: An Agenda. In: Post Election Briefing for the Chairman of the Conservative Party 2005, Conservative Central Office, London, 1 July 2005.
  • Baines P (2005) Public Opinion Polls: Do they do more Harm than Good? (sic). In: 56th International Statistical Institute Conference, Lisboa, 22 August 2005.
  • Mortimore R, Baines P & Huskinson T (2005) Women's Political Attitudes 2001-2005. In: Political Studies Association Conference 2005, Leeds University, 4 April 2005.
  • 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.
  • Baines P (2004) Guest Speaker: Political Marketing. In: Budapest School of Communication Conference 2004, Budapest, 7 May 2004.
  • Baines P (2004) Guest Keynote Speaker: Globalisation and International Marketing: A Happy Couple?. In: KUPTM 2004, Kolej Poly-Tech MARA (KPTM), Kuala Lumpur, 14 September 2004.
  • Worcester RM & Baines P (2004) Two Triangulation Models in Political Marketing: The Market Positioning Analogy. In: Political Marketing Conference 2004 - Elections on the Horizon, British Library London, 15 March 2004.
  • Baines P & Worcester RM (2004) Re-Evaluating the 'Americanisation' Hypothesis: Mexico-US and British-Caribbean Comparisons. In: Conference on Americanisation and Professionalisation of Political Campaigning 2004, University of Paris, 30 June 2004.
  • 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.
  • Baines P (2003) Keynote Speaker: Public Opinion: Why your Company should Understand it!. In: KDU College Management Development Centre Seminar 2003, Kuala Lumpur, 11 December 2003.
  • Baines P (2003) British Political Parties and the Marketing of Message: Lessons from America?. In: 6th Annual Political Marketing Conference 2003, Middlesex University, 30 September 2003.
  • Baines P & Worcester R (2003) When the British Tommy went to War, Public Opinion Followed. In: World Association of Public Opinion Research Conference, Prague, 17 September 2003.
  • Lynch R & Baines P (2003) The crisis in UK higher education: exploring survival-based strategies. In: ANZMAC 2009 Conference, Melbourne, 2 December 2009.
  • Baines P & Lynch R (2003) Strategy development in UK higher education: A resource based perspective. In: Academy of Marketing Conference, Birmingham.
  • Baines P (2002) Guest Speaker: Political Marketing and the Turkish General Election. In: Turkish Advertising Association/Turkish Advertising Federation Conference 2002, Istanbul, 14 October 2002.
  • 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 (2001) Lecture: Marketing Politics. In: North London Chartered Institute of Marketing Workshop 2001, London, 21 May 2001.
  • Baines P (2001) Lectures: International Marketing and Persuasion in Broadcast Advertising. In: Lecture at Arcada Polytechnic 2001, Helsinki, 17 April 2001.
  • Lynch R, Baines P & Egan J (2001) Strategic Resources, Competitive Advantage and Political Campaigning: A Resource-Based Perspective. In: Political Marketing Conference 2001, Dublin, 30 September 2001.
  • 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 & Egan J (2000) Marketing and Political Campaigning: Mutually Exclusive or Exclusively Mutual?. In: Academy of Marketing Conference, Derby, 11 July 2000.
  • Barn S & Baines P (2000) Developing Club-Supporter Relationships in the Football Industry. In: Academy of Marketing Conference, Derby, 11 July 2000.
  • Baines P (1999) Guest Speaker: Marketing Research in Political Markets. In: University of Strathclyde Research Seminar Series 1999, University of Strathclyde, 1 September 1999.
  • 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. In: Political Marketing Conference 1999, Bournemouth University, 15 September 1999.
  • Baines P, Lewis B & Yorke D (1999) Marketing Planning for UK Political Parties: Co-ordinated Local Campaigning. In: Academy of Marketing Conference, Stirling, 6 July 1999.
  • Baines P, Harris P & Newman B (1999) New Realpolitik: Political Campaigning and the Application of Political Marketing Across Cultures. In: EMAC 28th Conference, Berlin, 13 May 1999.
  • Baines P, Newman B & Harris P (1998) Political Marketing: Towards a Cross-Cultural Model. In: Political Marketing Conference 1998, University College, Cork.

Books

  • Worcester R, Mortimore R, Baines P & Gill M (2017) Explaining Cameron's Catastrophe. London: IndieBooks, ed. 1st Edition.
  • Baines P, Fill C, Rosengren S & Antonetti P (2017) Fundamentals of Marketing. Oxford: Oxford University Press.
  • 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.
  • 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.
  • Worcester R, Mortimore R, Baines P & Gill M (2016) Explaining Cameron's Comeback. London, UK: Indie Books.
  • Baines P, Fill C & Rosengren S (2016) Marketing. Oxford: Oxford University Press, ed. 4 ed.
  • 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.
  • 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 (2014) Marketing. Oxford: Oxford University Press, ed. 3rd.
  • 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.
  • Baines P, O'Shaughnessy N (eds), (2013) Propaganda, London: Sage Publications, London, ed. Vols I-IV.
  • 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.
  • 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, 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 (eds), (2011) Political Marketing, London: Sage Publications, London, ed. Vols 1-3.
  • Baines P (eds), (2011) Political Marketing Volumes i-iii, London: Sage, ed. 1e.
  • 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 RM, Mortimore R & Baines P (2005) Explaining Labour's Landslip. Politocos Publishing.
  • 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.
  • Baines P & Chansarkar B (2002) Introducing Marketing Research. New York: Wiley Press.
  • 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 (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 (1999) Voter Segmentation and Candidate Positioning. In: Handbook of Political Marketing. Newman BI (ed.), London: Sage Publications, p. 403-422.
  • Baines P, Chansarkar B & Ryan G (1999) Introduction to Marketing Research. London: Middlesex University Press.