Professor Paul Baines

Visiting Professor (Cranfield)

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Contact Professor Paul Baines

Tel: 07977178869
Email: paul.baines@cranfield.ac.uk
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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, curent 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.

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