| Market segmentation and product differentiation in political campaigns: a technical feature perspective PR Baines, RM Worcester, D Jarrett, R Mortimore Journal of Marketing Management 19 (1-2), 225-249, 2003 | 111 | 2003 |
| Explaining Labour’s landslide R Worcester, R Mortimore Politico's Publishing Ltd, 1999 | 72 | 1999 |
| Explaining Labour's second landslide RM Worcester, R Mortimore (No Title), 2001 | 65 | 2001 |
| Elections in Britain RL Leonard van Nostrand, 1968 | 52 | 1968 |
| Why politics needs marketing R Mortimore International Journal of Nonprofit and Voluntary Sector Marketing 8 (2), 107-121, 2003 | 50 | 2003 |
| Positioning in political marketing: How semiotic analysis adds value to traditional survey approaches P Baines, I Crawford, N O’Shaughnessy, R Worcester, R Mortimore Journal of Marketing Management 30 (1-2), 172-200, 2014 | 44 | 2014 |
| Apportionment and the boundary commission for England I McLean, R Mortimore Electoral Studies 11 (4), 293-309, 1992 | 40 | 1992 |
| Examining the academic/commercial divide in marketing research PR Baines, R Brennan, M Gill, R Mortimore European Journal of Marketing 43 (11/12), 1289-1299, 2009 | 36 | 2009 |
| Explaining Cameron's coalition: how it came about: an analysis of the 2010 British General Election R Worcester (No Title), 2011 | 34 | 2011 |
| Politics and public perceptions R Mortimore Sleaze: Politicians, Private Interests and Public Reaction, 31-41, 1995 | 34 | 1995 |
| Political Communication in Britain: The Leader's Debates, the Campaign and the Media in the 2010 General Election R Mortimore, S Atkinson Springer, 2011 | 33 | 2011 |
| Political triangulation: Measuring and reporting the key aspects of party and leader standing before and during elections RM Worcester, R Mortimore Journal of Political Marketing 4 (2-3), 45-72, 2005 | 29 | 2005 |
| Elections in Britain: A voter’s guide D Leonard, R Mortimore Springer, 2015 | 28 | 2015 |
| Children's acquisition of political opinions R Mortimore, C Tyrrell Journal of Public Affairs: An International Journal 4 (3), 279-298, 2004 | 26 | 2004 |
| Explaining Labour's landslip RM Worcester, R Mortimore, P Baines Politico's, 2005 | 24 | 2005 |
| Product attribute-based voter segmentation and resource advantage theory PR Baines, RM Worcester, D Jarrett, R Mortimore Journal of Marketing Management 21 (9-10), 1079-1115, 2005 | 23 | 2005 |
| Public perceptions of sleaze in Britain R Mortimore Parliamentary Affairs 48 (4), 579-590, 1995 | 23 | 1995 |
| Constituency campaigning in 2005: Ever more centralisation A Russell, D Cutts, EA Fieldhouse, J Fisher, D Denver, D Wring, J Green, ... Political Communications: The British General Election 2005, 2007 | 21 | 2007 |
| The constituency structure and the Boundary Commission: the rules for redistribution of seats and their effect on the British Electoral System 1950-87. RGM Mortimore University of Oxford, 1992 | 20 | 1992 |
| Implementing and interpreting market-orientation in practice: lessons from the UK R Mortimore, M Gill Global political marketing, 267-280, 2009 | 19 | 2009 |
