Paul Baines is Professor of Political Marketing and Associate Dean (Business and Civic Engagement) at the University of Leicester. He is a Visiting Professor at Cranfield University and an Associate Fellow at King’s College London. He is author/co-author of more than a hundred published articles, book chapters and books on political marketing issues. Over the last 23 years, Paul’s research has focused on political marketing, public opinion and propaganda. He is a Fellow of the Market Research Society and the Institute of Directors (IOD). He holds bachelors, masters and doctoral degrees from the University of Manchester, a Postgraduate Certificate in Higher Education from Middlesex University and an MSc in Quantitative Methods for Science, Social Science and Medicine from Lancaster University. Paul’s teaching has encompassed undergraduate, postgraduate and post-experience levels, including MBA and executive MBA teaching, in the US, UK, Canada, Sweden, Finland, UAE, Saudi Arabia, Malaysia, Singapore, Russia, and Cyprus across a number of aspects of marketing, political marketing and PR.

Paul is (co-)editor/(co-)author of numerous marketing texts, including, with Chris Fill, Sara Rosengren, and Paolo Antonetti, the best-seller, ‘Marketing’ 5E (Oxford University Press, 2019) and Fundamentals of Marketing 2E (Oxford University Press, 2021, in press), also with Chris Fill, Sara Rosengren and Paolo Antonetti, Political Marketing (Sage Publications, 2011), Propaganda (Sage Publications, 2013) and with Sir Robert Worcester, Roger Mortimore and Mark Gill, the polling treatise Explaining Cameron’s Catastrophe (Indie Publishing, 2017). Paul’s research/strategy consultancy includes experience working with numerous government departments on strategic communication research projects as well as small, medium and large private enterprises including IBM, 3M, Saint Gobain Glassolutions, Fulham Football Club and many others. He is a non-executive director of the Business Continuity Institute, and operates his own strategic marketing and market research consultancy, Baines Associates Limited.

Previous work for UK and US government clients has looked at, inter alia, fear and guilt appeals and their persuasive application in communications by terrorist groups and how we might counter those communications. Ongoing research work includes grant funding for a project to evaluate the effectiveness of police social marketing/counter-terrorism communications.