Professor of Political Marketing, Programme Director, MSc in Management, Cranfield University

Paul's research has particularly focused on political marketing, public opinion and propaganda. He seeks to help develop a Theory of Message Reception. Current activities include:

Recent co-authorship/co-editorship:

Baines, P.; Fill, C. and Page, K. (2013), Essentials of Marketing, Oxford: Oxford University Press
Baines, P. and Fill, C. (2014), Marketing, 3e, Oxford: Oxford University Press
Baines, P. and O'Shaughnessy (eds.) (2013), Propaganda, Vols.I-IV, London: Sage Publications
Baines, P. (ed.) (2012), Political Marketing, Vols.I-III, London: Sage Publications.
Speeches/conferences: Keynote presentation at the forthcoming International Political Marketing Conference at Stockholm University in September 2013.

Editorial: Senior Editor, Europe, of the Journal of Political Marketing.

PhD Supervision: Supervises PhD/DBA students in the following areas: political marketing in the Northern Ireland context, deterrence (counter-terrorism) communications, demarketing of cocaine, price perception formation, and market segmentation.

External Examination: On political marketing PhDs worldwide MBA programme marketing-content at the University of Bath and the University of Manchester in the United Kingdom

Media Commentator: Frequent commentating on political marketing and marketing, and marketing higher education matters in print and broadcast media.

Current research: The set-up of a combined Cranfield School of Management/Cranfield Defence and Security Strategic Communication and Public Engagement research hub (with Nigel Jones) to bring together work at Cranfield around defence and security communication with political marketing know-how. Another research project with researchers at the Open University seeks to evaluate the ethics and processes currently used in European corporate lobbying programmes. Political marketing research projects are also planned, around the effectiveness of party marketing and on public opinion, in the Scottish Referendum in 2014 and the 2015 British General Election, together with market research agencies, Ipsos MORI and MESH Planning.


Paul is a Fellow of the Chartered Institute of Marketing and Institute of Directors, and a member of the Market Research Society (MRS) and Academy of Marketing. He was a MRS Diploma Chief Examiner and is currently on the research awards Judges panel for the MRS. Paul's research has particularly focused on: political marketing, public opinion and propaganda (for governments, special interest groups, companies and political parties); and market segmentation and positioning (for political parties, governments, special interest groups and companies). Paul's consultancy experience includes marketing research, marketing/PR strategy development for a wide variety of organisations including: a high-profile football club, an aerospace maintenance company, national charities, an advertising agency, and UK Government departments, among others. He was a board director of development agency, North London Limited 2005-2008. He has been Director of Baines Associates Limited, since 2008.

Paul was Managing Editor, Europe of the Journal of Political Marketing from 2010-2013. . He is a Fellow of the Chartered Institute of Marketing, and a member of the Market Research Society (MRS), and a Fellow of the Institute of Directors. From 2007-2011, he was a Chief Examiner on the MRS Diploma in Market and Social Research Practice and is currently a member of the MRS Professional Development Advisory Board and a judge on the MRS Awards Panel. He holds bachelors, masters and doctoral degrees from Manchester School of Management at UMIST (now The University of Manchester) and a Postgraduate Certificate in Higher Education from Middlesex University. Paul's MPhil and PhD degrees considered the use of marketing planning in political campaigns, and a comparison of US and UK political campaign practices respectively. He was previously Director of Business Development at Middlesex University Business School, where he headed-up an entrepreneurial unit which ran accredited management development programmes for the Metropolitan Police, the NHS, local authorities and local authority housing associations and prior to that a lecturer in marketing. In his early pre-academic career, he worked in the fancy goods, toy and giftware industry, publishing and market research, mainly in sales roles.


  • –present
    Professor of Political Marketing, Programme Director, MSc in Management, Cranfield University