Paul Baines

• BSc (Hons.) PGCHE DipM MSc MPhil MSc PhD
• Head of Faculty at University of Leicester

This chapter covers the notion of business-to-business marketing, primarily concerning the marketing of the huge range of offerings bought and sold between organizations. It details the characteristics of business markets, referencing their nature, buying process, international dimensions, and relationships that develop between organizations. Meanw...

This chapter examines the correlation between price and customer value. It details the notion of price elasticity by elaborating on the interrelation of price, quality, costs, and value. Different pricing policies can be used depending on whether we are considering pricing a consumer, service, or business-to-business (B2B) offering. The chapter the...

This chapter discusses the key drivers for international market development. Due to the increasing internationalization of world markets, international marketing is essential for the survival of many organizations. Thus, organizations need to be flexible and adapt to changing market conditions. The application of an international marketing environm...

This chapter focuses on the concept of the marketing communications mix. It acknowledges the struggle of organizations to find the right mix of tools, messages, and media that allows them to engage with their target audiences effectively and economically. Many organizations apply a range of different tools, messages, and media while also redistribu...

This chapter looks at the characteristics of not-for-profit organizations and social marketing. The types of not-for-profit organizations range between charities, social enterprise secretaries, public sector, political parties, and campaigning organizations. Political marketing can be seen as a marketing–propaganda hybrid since marketing is commonl...

This chapter discusses consumer buying behaviour. It acknowledges the rational and irrational components of the behaviour as numerous biases influence the decision-making processes. According to researchers, confirmation bias, availability effect, endowment effect, present bias, Dunning-Kruger effect, sunk-cost fallacy, and anchoring are significan...

This chapter introduces the concept of marketing principles and practices. It identifies the major contexts of marketing: consumer goods, business-to-business, and services marketing. Marketing is a process of mutual exchange wherein organizations anticipate and satisfy their customers' needs for both parties' benefit. Moreover, marketing is a syst...

This chapter covers the process behind branding decisions. It refers to a brand as the added value a product or service is granted in consumers' minds when identified as different from other products. Moreover, brands represent opportunities for both consumers and organizations to buy and sell products and services easily, more efficiently, and rel...

This chapter looks into the principles of marketing communications. It highlights how marketing communication is about developing messages that target audiences can understand and act on. The success of marketing communication depends on the extent to which messages engage their audiences: customers, channel members, and general stakeholders. Meanw...

This article makes a contribution by articulating, for the first time, how hope and fear appeals were constructed as a rhetorical media device in a political advertising campaign context, specifically the 2014 Scottish independence referendum. Based on a qualitative content analysis of both sides’ campaigning materials, an understanding of the flui...

Past research on guilt-elicitation in marketing does not examine how the communications' effects might persist over time, when there is a gap between advertising at time 1 and the time of choice consideration at time 2. This study explores the processes leading to delayed compliance through guilt-based communications. Guilt elicitation enhances tra...

June 2018 marks two years since the Leave campaign won the referendum on Britain's membership of the European Union, bringing David Cameron's tenure as Prime Minister to a sudden, catastrophic end. In a special article to mark the two‐year anniversary of the Brexit vote, pollsters Sir Robert Worcester, Roger Mortimore, Paul Baines and Mark Gill exp...

The use of influence or interference activities by one country to change the tide of elections in another has recently gained prominence due to alleged Russian influence in the 2016 US presidential election and the 2017 French presidential election. In this article, Paul Baines and Nigel Jones chart the evolution of influence and interference in fo...

Commonly used methods of evaluating the impact of marketing communications during political elections struggle to account for respondents' exposures to these communications due to the problems associated with recall bias. In addition, they completely fail to account for the impact of mediated or earned communications such as newspaper articles or t...

This chapter examines Islamist cyberpropaganda case studies live in 2014, namely Al Qaeda, Islamic State, Boko Haram and Al Shabaab. The authors define cyberpropganda as the exploitation of the generative characteristics of online interaction for the production and reproduction of propaganda. The cross-case analysis identifies key messages and them...

This chapter examines Islamist cyberpropaganda case studies live in 2014, namely Al Qaeda, Islamic State, Boko Haram and Al Shabaab. The authors define cyberpropganda as the exploitation of the generative characteristics of online interaction for the production and reproduction of propaganda. The cross-case analysis identifies key messages and them...

This Forum article considers the unsatisfactory results of pre-election opinion polling in the 2015 British general election and the BPC/MRS enquiry report into polling by Sturgis et al., providing a response from Ipsos MORI and associated researchers at King's College London and Cranfield Universities. Whilst Sturgis et al. (2016) consider how to...

Technology has had a profound effect on twentieth-century society and is increasingly changing the nature of the way we live our lives in the twenty-first century, particularly, but not solely, through innovations in digital and social media marketing. As media and other technologies change, the question arising concerns how these changes impact on...

Word of mouth disseminates across Twitter by means of retweeting; however, the antecedents of retweeting have not received much attention. We used the chi-square automatic interaction detection (CHAID) decision tree predictive method (Kass, 1980) with readily available Twitter data, and manually coded sentiment and content data, to identify why som...

As university public funding diminishes so the need for private funding increases commensurately. We investigate how a purposive sample of 16 professional university fundraisers in Canada successfully secured large (>$5m CAD) transformation donations from high-net-worth Canadian philanthropists. Using an inductive process, we articulate three key r...

This work is my thesis on how US and UK political marketing works across and between the two cultures, seeking to ask the question between 1997 and 2001: what can British political parties learn from their American counterparts?

Political marketing campaigns frequently use negative campaigning approaches, in which a candidate’s advertising criticizes an opponent, but the practice is controversial. Negative advertising in the 2012 US Presidential election was widely chastised in the media (Gabbatt 2012; Gye 2012), for being even more negative than its predecessor (Cordes 20...

Negative emotional appeals are used frequently in social marketing. Focusing on guilt and fear appeals, existing theories fail to explain emotional appeal effectiveness in changing consumption behaviour over time. To address this limitation, an elicitation-consumption framework is developed for fear and guilt appeal use. An agenda for further resea...

This chapter examines Islamist cyberpropaganda case studies live in 2014, namely Al Qaeda, Islamic State, Boko Haram and Al Shabaab. The authors define cyberpropganda as the exploitation of the generative characteristics of online interaction for the production and reproduction of propaganda. The cross-case analysis identifies key messages and them...

We present an analysis of terrorist propaganda using Al-Qaeda (AQ) between 1998 and 2008 as a case study using semiotic and propaganda analytic approaches. Our findings suggest AQ position themselves using a variety of propaganda techniques, especially on the notion of a global conspiracy, an existential threat, against Islam. Their key contributio...

Guilt regulates many consumption processes and, consequently, marketers frequently use appeals based on guilt to influence consumers' behaviour. Owing to the multidisciplinary interest in this emotion, however, the literature is diverse and fragmented. The effectiveness of guilt appeals is contested, and some authors suggest that the use of this em...

Using national survey data on voters' perceptions of party leaders during the 2010 British general election campaign, we use logistic regression analysis to explore the association between specific image attributes and overall satisfaction for each leader. We find attribute-satisfaction relationships differ in some respects between the three main p...

Although previous issues of well-respected marketing journals (e.g., Revue Française du Marketing, Psychology & Marketing, Journal of Marketing Management, European Journal of Marketing) have focused on political marketing, and although there are now journals which regularly publish papers on political marketing including, of course, this one and t...

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Social media are altering the way in which information is shared worldwide in new and unpredictable ways. The uses of social media as tools of military influence, however, are still to be explored. Nigel Jones and Paul Baines analyse the significance of this change for the nature of strategic communication in the twenty-first century.

In this article, we seek to distinguish between two concepts often conflated in the literature: political market orientation and political marketing orientation. In the discussion, we focus specifically on voters rather than other actors in the political sphere such as competing parties, party members, the media, and lobby groups due to the central...

This editorial article discusses how televised debates transformed the British General Election campaign of 2010 and impacted upon political leader standing in the election. Papers are introduced in a number of areas including political branding, analysis of attack advertising and its implications, channel experience effectiveness measurement, cons...

This article describes how a unique research approach was used to evaluate how different communication channel experiences influenced floating voters during the campaign period of the 2010 British general election. Most previous research focuses on voting behaviour as a single cross-sectional phenomenon, and on self-assessments of the relative impo...

In this developmental article, the authors outline a five-stage system to classify levels of relationship engagement (LRE) between firms and government actors when developing their political-market strategies (PMS) as part of a wider stakeholder management programme. In an attempt to develop the research agenda in this increasingly important area,...

Purpose The purpose of this paper is to discuss exploratory research into the perceptions of British Muslims towards Islamist ideological messaging to contribute to the general debate on “radicalisation”. Design/methodology/approach Four focus groups were undertaken with a mixture of Bangladeshi and Pakistani British Muslims who were shown a selec...

The bulk of market segmentation literature has concerned the generation of segments, with far less attention on what segmentation is used for – particularly surprising given the common speculations that the role of segmentation is changing due to CRM practices and the wider range of forms of customer insight which they enable. We explore market seg...

Purpose The purpose of this paper is to comment on the differences in perceptions that exist between academic and professional marketing researchers, as creators of new marketing knowledge, and explore how academics and practitioners can work together better on areas of mutual interest or separately on areas where their interests do not coincide....

Public speculation has turned to how terrorists are made. One increasingly attributed source is propaganda (see Powell, 1967), the 'propaganda of the deed' physical violence - but also the audio-visual. Terrorism is a language of symbolic action: in the choice of the victims, in the choice of terrorist act, the drama created and the various officia...

While other chapters in this volume mostly consider the actors in the 2005 General Election, examining how they set about trying to communicate with the voting public or why they did so in the way they did, this chapter looks at that election through the voters’, and indeed the non-voters’, eyes. After all, it is their votes the so-called ‘actors’...

Whilst politicians can “buy” votes in the short-term, most political parties are more interested in maintaining power over a period of years in order to implement their policies. This paper explores whether political parties can be considered to possess long-term competitive resources that sustain their competitive advantages. It employs the well-e...

The winners of the General Election in May were not the political parties but the opinion pollsters, says Paul Baines. After 1992, when most pollsters predicted a hung parliament rather than a Conservative win, and 2001, when they overestimated the Labour lead, the 2005 election result was awaited by many pollsters with trepidation. Would their fin...

Political parties have long since targeted the marginal constituency and floating voters using demographic segmentation approaches and the use of market segmentation techniques in general election campaigns is now well-documented (see Johnson 1971; Ahmed and Jackson 1979; Yorke and Meehan 1986; Baines et al. 2003). The actual practice of segmentati...

The potential for Americanisation of UK political campaigning is discussed with a particular focus on message development and dissemination. The paper recognises that there is difference between policy and message development, arguing that it is through the latter that British parties have most to learn from their transatlantic counterparts. Contex...

This article seeks to outline how public opinion changed over the course of the government's announcement of 2nd Gulf War in Iraq until the scandal over the alleged ‘sexed-up’ Downing Street intelligence dossier. Using quantitative analysis of opinion poll data, together with in-depth interviews with journalists to show how the media were complicit...

Britain's higher education institutions (HEIs) face fundamental and unprecedented competitive pressures due to lower government funding (Cm 5735, The Future of Higher Education, Department for Education and Skills, 2003) and a government agenda focused on a “widening participation agenda”. We employ the resource‐based view (RBV) of strategy develop...

There is an argument for a flow of logic from market structure to marketing strategy and performance. The nature of the political “market” and service-product constrains and dictates marketing strategy choices. Interactions between the voter, parties, and candidates in political campaigns could be likened to human services (Dickens, 1996) in commer...

The perceived importance of five technical service qualities (Gronroos 1984) or features (i.e. national and local policies, leaders, values and candidates), and voters' ratings of the Labour and Conservative Parties' competence on each of these parameters, were investigated during the 2001 British General Election using an a priori segmentation met...

A marketing planning framework to aid political parties in improving their image and co-ordinating election campaigns has been developed to reflect the changing nature of electoral campaigning in the developed world towards the need for more long-term planning; together with the development and implementation of marketing models in a wider sphere o...

The existing debate in the political science literature on the transfer of US campaign expertise to Western Europe is largely based on observations of campaign evolution and, to a limited degree, on surveys of US political consultants. This article attempts to provide a deeper understanding of some of the problems associated with the practical appl...

Questions the nature of marketing methods in political campaigns based on a grounded theoretical approach conducted using in-depth interviews. Suggests that if marketing success is measured solely by the level of turnout then the use of marketing in political campaigns would appear to be failing. Other reasons, however, may also explain this lack o...