Paul Baines is Professor of Political Marketing, Deputy Dean (Strategic Projects), and Director of Executive Education in the University of Leicester School of Business. He is also the co-Director of the University of Leicester Help to Grow programme (2021-2025). He is a highly-regarded expert in applying marketing thought to business and 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 COVID-19 dis/misinformation at a time when the speed and accuracy of information is critical to the safety of the global population and 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.
Away from academia, Paul is Ward Member for Charnwood Borough Council, and was Mayor of Charnwood in the 2021-2022 Mayoral Year, providing him with insight into community concerns and an understanding of how local councils support communities. He is Non-Executive Director (Academic) for the Business Continuity Institute, a Visiting Professor at Cranfield University, and an Associate Fellow of the King’s College London’s (KCL) Centre for Strategic Communications.
Selected recent publications
Baines, P.; Rosengren, S. and Antonetti, P. (2022). Marketing 6e, Oxford: Oxford University Press.
Baines, P.; Whitehouse, S.; Antonetti, P. and Rosengren, S. (2021). Fundamentals of Marketing 2e. Oxford: Oxford University Press.
Baines, P.; Brady, M. & Jain, S.P. (2022). Guest editorial: Pandemic Aftershock - The challenges of rapid technology adoption and social distancing for interactive marketing practice, Journal of Research in Interactive Marketing, 16(1), 3-14. DOI:10.1108/JRIM=03-2022-277.
Black, I.; Baines, P.; Baines, N.; O’Shaughnessy, N. and Mortimore, R. (2021). The dynamic interplay of hope vs fear media appeals in a referendum context. Journal of Political Marketing. DOI:10.1080/15377857.2021.1892900.
Baines, P.; O’Shaughnessy, N. & Snow, N. (2020). SAGE Handbook of Propaganda. London, SAGE Publications.
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.
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, 113 (524), 1457-1475. DOI:10.1080/01621459.2017.1419134
Baines, P. and Jones, N. (2018). Influence and interference in foreign elections: The evolution of its practice. The RUSI Journal, 163, 12-19.
Mortimore, R..; Baines, P.; Worcester, R.M. and Gill, M. (2017). Findings of the BPC/MRS enquiry into polling during the 2015 British General Election: The Ipsos MORI response and perspective. International Journal of Market Research, 59(2). (Winner of the IJMR Collaborative Research Award 2017).
Baines, P. (2017). Technological Impacts on market attitudes and behaviour. Psychology & Marketing, 34(4), 351-355.
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.
My teaching has previously encompassed undergraduate, postgraduate and post-experience levels, including full time and executive MBA teaching, in the UK, Canada, USA, Finland, Malaysia, Singapore, Sweden, Saudi Arabia and Cyprus across a number of aspects of marketing including marketing research, marketing strategy, political marketing, public relations, branding, and consumer behaviour. At ULSB, I teach on the following modules and areas:
- UG: Market Intelligence and the Dissertation
- Executive education: marketing and strategy