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, propaganda, and lobbying. He has also written around marketing for sports organisations and in higher education. He focuses principally on market positioning, market segmentation, public opinion, and communication appeals and their effectiveness, as the key underlying dimensions of his work. His most recent works since 2013 include:

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.
Article 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.
Article 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.

Article Poenaru, A.; Baines, P. and Wilson, H. (2014). Building capabilities in market segmentation. The European Business Review, May-June, 52-55.
Article Antonetti, P. and Baines, P. (2015). Guilt in marketing research: An integrating framework and research agenda. International Journal of Management Reviews, 17(3), 333-355.
Article Antonetti, P.; Baines, P. and 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), 940-969
Article Nyman, J.A.; Pilbeam, C.J.; Baines, P. & Maklan, S. (2016). Identifying the roles of the university’s principal-gift fundraiser in securing transformational gifts – lessons from Canada. Studies in Higher Education, 43(7), 1227-1240.
Article Baines, P. (2017). Technological Impacts on market attitudes and behaviour. Psychology & Marketing, 34(4), 351-355.
Article Walker, L.; Baines, P., Dimitriu, R. and Macdonald, E. (2017). Antecedents of retweeting behaviour in a (political) marketing context. Psychology & Marketing, 34 (3), 275-293.
Article Mortimore, R..; Baines, P.; Worcester, R.M. and Gill, M. (2017). BPC/MRS enquiry into election polling 2015: Ipsos MORI response and perspective. International Journal of Market Research, 59(3), 285-300. (Winner of the IJMR Collaborative Research Award 2017).
Article Antonetti, P.; Baines, P. and Jain, S. (2018). The persuasiveness of guilt appeals over time: Pathways to delayed compliance. Journal of Business Research, 90, 4-15.
Article Baines, P. and Jones, N. (2018). Influence and interference in foreign elections: The evolution of its practice. The RUSI Journal, 163, 12-19.
Article Pareek, B.; Ghosh, P.; Wilson, H.; Macdonald, E.; and Baines, P. (2018). A Bayesian zero-inflated dynamic multinomial choice model of media impact on voter choice using real-time experience tracking data. Journal of the American Statistical Association.