Paul Baines has written extensively, typically with a wide range of co-authors (academics and practitioners), around the area of marketing for political parties and for corporate organisations operating in a political context, including marketing government and special interest group marketing, war PR and propaganda, and lobbying. He has also written around marketing for sports organisations and in higher education.

He focuses principally on market positioning, market segmentation and public opinion as the key underlying dimensions of his work.

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Antonetti, P. and Baines, P. (2014/15), “Guilt in Marketing Research: An Elicitation–Consumption Perspective and Research Agenda”, International Journal of Management Reviews, Vol.17, issue 3, pp. 333-355. Doi: 10.1111/ijmr.12043.

Poenaru, A.; Baines, P. and Wilson, H. (2014), “Building capabilities in market segmentation”, The European Business Review.

Baines, P. and O’Shaughnessy, N.J. (2014), “Al-Qaeda messaging evolution and positioning, 1998–2008: Propaganda analysis revisited”, Public Relations Inquiry, Vol. 3 no. 2, pp. 163-191. Doi: 10.1177/2046147X14536723.

Baines, P. and O’Shaughnessy, N.J. (2014), “Political marketing and propaganda: Uses, abuses, misuses” (editorial), Journal of Political Marketing, Vol.13, No.1/2, pp.1-18. DOI: 10.1080/15377857.2014.866018.

Mortimore, R.; Baines, P.; Crawford, I.; Worcester, R. and 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,55, DOI.10.2501/IJMR-2013-000.

Baines, P.; Crawford, I.; O’Shaughnessy, N.J.; Worcester, R. and Mortimore, R. (2013), “Positioning in political marketing: How semiotic analysis can support traditional survey approaches”, Journal of Marketing Management, DOI:10.1080/0267257X.2013.810166.

Jones, N. and Baines, P. (2013), “Losing control: Social media and military influence”, The RUSI Journal, 158, 1, 72-78.

Viney, H. and Baines, P. (2012), “‘Engaging government: Why it’s necessary and how to do it”, The European Business Review, September-October, pp.9-13.

Baines, P. and Harris, P. (2013), “Political marketing and propaganda: Uses, abuses, misuses” (editorial), Journal of Political Marketing, Vol.11, forthcoming.

O’Shaughnessy, N.J.; Baines, P.; O’Cass, A. and Ormrod, R. (2012), “Political market orientation: Complications, confusions and criticisms” Journal of Political Marketing, forthcoming.

Baines, P. and Harris, P. (2012), “Marketing in the 2010 British general election - perspectives, prospect and practice” (editorial), Journal of Marketing Management, Vol.27, No.7/8, pp.647-655.

Baines, P.; McDonald, E.; Wilson, H.; and Blades, F. (2011), “The relative importance of channel experiences and their impact on voting intention”, Journal of Marketing Management, Vol.27, No.7/8, pp.691-717.

Baines, P.; O’Shaughnessy, N.J.; Moloney, K.; Richards, B.; Butler, S. and Gill, M. (2010), “The Dark Side of Political Marketing: Islamist Propaganda, Reversal Theory and British Muslims”, European Journal of Marketing, Vol.44, No.3/4, pp.478-495.

Baines, P.; Brennan, R.; Gill, M. and Mortimore, R. (2009), “Examining the Academic/Practitioner Divide in Marketing Research”, European Journal of Marketing, Vol.39, forthcoming.

Baines, P. and Harris, P. (2007), “Editorial: CSR and Public Affairs”, Journal of Public Affairs, Vol.6, No.3-4, pp.171-175.

Baines, P. and 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, Vol.18, No.4, pp.463-474.

Baines, P.; Brennan, R. and Egan, J. (2006), “ Editor ial: Academy of Marketing 2006: Marketing Excellence”, Journal of Marketing Management, Academy of Marketing Conference Special Issue , Vol.22, Nos 5/6, pp.451-454.

Brennan, R. and Baines, P. (2006), “Is there a morally right price for anti-retroviral drugs in the developing world?”, Business Ethics: European Review, Vol.15, No.1, pp.29-43.

Lynch, R.; Baines, P.R. and Egan, J. (2006), “Long-term performance of political parties: towards a competitive resource-based perspective”, Journal of Political Marketing, Vol.5, No.3, pp.71-92.

Baines, P. and Worcester, R. (2006), “Mikor Tommy, a brit közlegény háborúba ment, a közvélemény érdeklődése kisérte”, Kommunikáció Média Gazdaság, Vol.IV, Evfolyan 1. Szam, pp.15-36.

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