Paul Baines (academic)

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Paul Baines (born on 9 May, 1973) is a British marketing academic, specialising in the topic of marketing for political parties and candidates. He is the professor in Political Marketing [1] at Cranfield University. He was the former Director of Business Development at the Middlesex University Business School and the former the Director for the Baines Associates Limited,[2] since 2008.

Paul’s research has particularly focused on the application of market research and strategic marketing by political and corporate organisations in a political context. This includes marketing for political parties, government and special interest groups, war PR and propaganda, and lobbying, with market positioning, segmentation and persuasion as the key underlying dimensions.



  • co-editor, with Bal Chansarkar of Introduction to Marketing Research (MU Press, 1999),
  • co-author, with Ross Brennan and Paul Garneauof Contemporary Strategic Marketing(Palgrave Macmillan, 2002), 2nd ed. 2007. ISBN 978-0-230-50720-3 [3]
  • co-author with Bal Chansarkar, of Introducing Marketing Research (John Wiley & Sons, 2002.),
  • co-author, with John Egan and Frank Jefkins of Public Relations (Butterworth-Heinemann, 2004)
  • co-author, with Sir Robert Worcester and Roger Mortimore of Explaining Labour’s Landslip (Politicos, 2005).
  • co-author, with Chris Fill and Kelly Page of Marketing, Oxford University Press, 2008. ISBN 978-0-19-929043-7 [4]