Contact Professor Paul Baines
- Tel: 07977178869
- Email: paul.baines@cranfield.ac.uk
- Twitter: @drpaulbaines
- ORCID
Background
Paul Baines is Professor of Political Marketing and Head of Executive Education at the University of Leicester School of Business (ULSB). He is a Visiting Professor at Cranfield and Aston Universities, and an Associate Fellow of the King's College London's (KCL) Centre for Strategic Communications. He is a highly-regarded expert in applying marketing to government communications in order to improve their effectiveness and is a frequent broadcast and press media commentator on political marketing/strategic communication issues. Professor Baines conducts research into government/political communications and propaganda/counter-propaganda, particularly relevant, for example, in addressing: the threat of political disinformation, particularly that aimed at Western governments and their allies, to destabilise their populations and damage their relations with third party countries. He was made a Fellow of the Market Research Society (MRS) in 2016 and is a Member of the (US) Market Research Council and ESOMAR. He holds bachelors, masters and doctoral degrees from The University of Manchester, a Masters from Lancaster University and a Postgraduate Certificate in Higher Education from Middlesex University. Paul's commercial marketing research/strategy consultancy includes experience working with small, medium and large private enterprises including for IBM, 3M, Saint Gobain Glassolutions, and many more others over the years. He operates his own strategic marketing and market research consultancy, Baines Associates Ltd. He is a former Mayor of Charnwood, current Councillor, and Deputy Leader of the Charnwood Conservative Group.
Research opportunities
Professor Baines' research particularly focuses on government/political communications and propaganda/counter-propaganda from a political marketing standpoint. Previous research work has focuse on market segmentation, targeting and positioning and the use of emotional appeals in marketing. A secondary area of research at present is focused around sustainability for SMEs as Prof Baines is the Principal Investigator of GreenerFuture Leicestershire, an net zero/carbon reduction advisory service for SMEs and other stakeholders.
Current activities
Paul's research has focused on political marketing, strategic communication and propaganda. He is particularly interested in how messages are received and mentally processed. Current research work includes grant funding to evaluate the effectiveness of police social marketing/counter-terrorism communications and understanding how SMEs transition into becoming more sustainable. He is currently supervising a Cranfield DBA student investigating political marketing to youth people. He is also currently working on an edited Handbook of Political Marketing and Fundamentals of Marketing 3E.
Clients
- AstraZeneca PLC
- Rolls-Royce Holdings PLC
- Sport England
Publications
Articles In Journals
- Mukherjee S, Datta B & Baines P. (2025). Safety in Numbers? Why Indians at the Bottom of the Pyramid Herd Their Votes and The Policy Implications. Journal of Political Marketing, ahead-of-print(ahead-of-print)
- Shabbir H, Baines P, Dean D & Braddock K. (2024). Countering reactionary co-radicalization (RC-R): using multi-representational ads. Critical Studies on Terrorism, 17(1)
- Black I, Baines P, Baines N, O’Shaughnessy N & Mortimore R. (2023). The Dynamic Interplay of Hope vs Fear Appeals in a Referendum Context. Journal of Political Marketing, 22(2)
- Baines P, Brady M & Jain SP. (2022). Guest editorial. Journal of Research in Interactive Marketing, 16(1)
- Sidorova E. (2021). Paul Baines, Nicholas O’Shaughnessy, and Nancy Snow, eds. The SAGE Handbook of Propaganda. European Review of International Studies, 8(1)
- Pareek B, Ghosh P, Wilson HN, Macdonald EK & Baines PR. (2018). Tracking the impact of media on voter choice in real time: A Bayesian dynamic joint model. Journal of the American Statistical Association, 113(524)
- Antonetti P, Baines PR & Jain S. (2018). The persuasiveness of guilt appeals over time: pathways to delayed compliance. Journal of Business Research, 90
- Worcester SR, Mortimore R, Baines P & Gill M. (2018). Brexit Britain, Two years on. Significance, 15(3)
- Baines PR & Jones N. (2018). Influence and interference in foreign elections. The RUSI Journal, 163(1)
- Walker L, Baines PR, Dimitriu R & Macdonald EK. (2017). Antecedents of retweeting in a (political) marketing context. Psychology & Marketing, 34(3)
- Mortimore R, Baines PR, Worcester R & Gill M. (2017). BPC/MRS enquiry into election polling 2015: Ipsos MORI response and perspective. International Journal of Market Research, 59(3)
- Nyman J, Pilbeam C, Baines PR & Maklan S. (2016). Identifying the roles of university fundraisers in securing transformational gifts: Lessons from Canada. Studies in Higher Education, 43(7)
- Baines PR. (2016). Technological impacts on market attitudes and behaviors. Psychology & Marketing, 34(4)
- Baines P. (2015). Présidentielle 2012: une communication politique bien singulière. European Journal of Communication, 30(4)
- Antonetti P & Baines P. (2015). Guilt in Marketing Research: An Elicitation–Consumption Perspective and Research Agenda. International Journal of Management Reviews, 17(3)
- Antonetti P, Baines P & 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)
- BAINES PR & O'SHAUGHNESSY NJ. (2014). Political Marketing and Propaganda: Uses, Abuses, Misuses. Journal of Political Marketing, 13(1-2)
- Baines PR, Crawford I, O'Shaughnessy NJ, Worcester R & Mortimore R. (2014). Positioning in political marketing: How Semiotic Analysis Can Support Traditional Survey Approaches. Journal of Marketing Management, 30(1-2)
- Baines PR & O’Shaughnessy NJ. (2014). Al-Qaeda messaging evolution and positioning, 1998–2008: Propaganda analysis revisited. Public Relations Inquiry, 3(2)
- Mortimore R, Baines PR, Crawford I, Worcester R & 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, 56(2)
- Jones N & Baines P. (2013). Losing Control?. The RUSI Journal, 158(1)
- O'Shaughnessy NJ, Baines PR, O'Cass A & Ormrod RP. (2012). Political Marketing Orientation: Confusions, Complications, and Criticisms. Journal of Political Marketing, 11(4)
- Baines PR & Harris P. (2011). Marketing in the 2010 British General Election - perspectives, prospect and practice. Journal of Marketing Management, 27(7-8)
- Baines PR, Macdonald EK, Wilson H & Blades F. (2011). Measuring communication channel experiences and their influence on voting in the 2010 British General Election. Journal of Marketing Management, 27(7-8)
- Baines PR, O'Shaughnessy NJ, Moloney K, Richards B, Butler S, .... (2010). The Dark Side of Political Marketing: Islamist Propaganda, Reversal Theory and British Muslims. European Journal of Marketing, 44(3/4)
- Bailey CR, Baines PR, Wilson H & Clark M. (2009). Segmentation and customer insight in contemporary services marketing practice: why grouping customers is no longer enough. Journal of Marketing Management, 25(3-4)
- O'Shaughnessy NJ & Baines PR. (2009). Selling terror: The symbolization and positioning of Jihad. Marketing Theory, 9(2)
- Baines PR, Brennan R, Gill M & Mortimore R. (2009). Examining the Academic/Practitioner Divide in Marketing Research. European Journal of Marketing, 43(11/12)
- Baines P. (2009). A Reiview of: “Scott McClellan. (2008).What Happened: Inside the Bush White House and Washington's Culture of Deception.”. Journal of Political Marketing, 8(2)
- Baines P & Harris P. (2007). CSR and Public Affairs. Journal of Public Affairs, 6(04-Mar)
- Rogers P & Baines P. (2007). Edmund Curll, citizen and liveryman: Politics and the book trade. PUBLISHING HISTORY, 62
- Baines P, Brennan R & Egan J. (2006). Academy of Marketing 2006: Marketing Excellence. Journal of Marketing Management, 22(06-May)
- Baines P & Harris P. (2006). CSR and Public Affairs. Journal of Public Affairs, 6(3-4)
- Baines P, Brennan R & Egan J. (2006). Academy of Marketing Conference 2006 "Marketing Excellence". Journal of Marketing Management, 22(5-6)
- Baines PR & 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, 18(4)
- Brennan R & Baines P. (2006). Is there a morally right price for anti-retroviral drugs in the developing world?. Business Ethics: A European Review, 15(1)
- Lynch R, Baines P & Egan J. (2006). Long-Term Performance of Political Parties. Journal of Political Marketing, 5(3)
- Baines P & Lynch R. (2005). Editorial: The context, content and process of political marketing strategy. Journal of Political Marketing, 4(40239)
- Baines P & Lynch R. (2005). The Context, Content and Process of Political Marketing Strategy. Journal of Political Marketing, 4(2-3)
- Baines PR, Worcester RM, Jarrett D & Mortimore R. (2005). Product Attribute-Based Voter Segmentation and Resource Advantage Theory. Journal of Marketing Management, 21(9-10)
- Baines P. (2005). Marketing the Political Message. Journal of Political Marketing, 4(2-3)
- Baines P. (2005). Polling Opinions in the 2005 Election. Significance, 2(4)
- Baines P & Egan J. (2004). Editorial: Theory meets practice. Journal of Public Affairs, 4(3)
- Baines P. (2004). The Rhetoric and Reality of Marketing: An International Managerial Approach. European Journal of Marketing, 38(5/6)
- Baines P & Egan J. (2004). Editorial. Journal of Public Affairs, 4(3)
- Lynch * R & Baines P. (2004). Strategy development in UK higher education: towards resource‐based competitive advantages. Journal of Higher Education Policy and Management, 26(2)
- Baines PR, Worcester RM, Jarrett D & Mortimore R. (2003). Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective. Journal of Marketing Management, 19(1)
- Baines PR, Brennan R & Egan J. (2003). “Market” Classification and Political Campaigning. Journal of Political Marketing, 2(2)
- Baines PR, Worcester RM, Jarrett D & Mortimore R. (2003). Market Segmentation and Product Differentiation in Political Campaigns: A Technical Feature Perspective. Journal of Marketing Management, 19(1-2)
- Baines P. (2002). Explaining labour's second landslide. By Robert Worcester and Roger Mortimore, Politico's Publishing, London, 2001. ISBN 1902301846. Journal of Public Affairs, 2(3)
- Baines PR, Harris P & Lewis BR. (2002). The political marketing planning process: improving image and message in strategic target areas. Marketing Intelligence & Planning, 20(1)
- Baines PR, Scheucher C & Plasser F. (2001). The “Americanisation” myth in European political markets ‐ A focus on the United Kingdom. European Journal of Marketing, 35(9/10)
- Baines PR & Worcester RM. (2000). Researching Political Markets: Market Oriented or Populistic?. International Journal of Market Research, 42(3)
- Baines PR & Harris P. (2000). Kite flying: the role of marketing in the post‐BSE British beef export industry. British Food Journal, 102(5/6)
- Baines PR, Lewis BR & Ingham B. (1999). Exploring the positioning process in political campaigning. Journal of Communication Management, 3(4)
- Desai P, MacEwen CJ, Baines P & Minassian DC. (1996). Epidemiology and implications of ocular trauma admitted to hospital in Scotland.. Journal of Epidemiology & Community Health, 50(4)
- Desai P, MacEwen CJ, Baines P & Minassian DC. (1996). Incidence of cases of ocular trauma admitted to hospital and incidence of blinding outcome.. British Journal of Ophthalmology, 80(7)
- Leese GP, Ahmed S, Newton RW, Jung RT, Ellingford A, .... (1993). Use of mobile screening unit for diabetic retinopathy in rural and urban areas.. BMJ, 306(6871)
- Leese GP, Newton RW, Jung RT, Haining W & Ellingford A. (1992). Screening for Diabetic Retinopathy in a Widely Spaced Population using Nonmydriatic Fundus Photography in a Mobile Unit. Diabetic Medicine, 9(5)
