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Professor of Political Marketing, Associate Dean (Business & Civic Engagement), University of Leicester

Over the last 23 years, my research has focused on political marketing, public opinion and propaganda. I edited the three-volume reference series 'Political Marketing' (Sage Publications, 2011), and the four-volume reference series 'Propaganda' (Sage Publications, 2013, with Nicholas O'Shaughnessy) and the SAGE Handbook of Propaganda (sAGE, 2020) with Nicholas O'Shaughnessy and Nancy Snow. I am the co-author of the best-selling textbook ‘Marketing 5e’ by Baines, Fill & Rosengren (Oxford University Press, 2019) and ‘Fundamentals of Marketing 2e’ (also by OUP, 2021, in press). I have also co-authored a series of books in the ‘Explaining’ series about public opinion in UK elections, the most recent of which was about Brexit, entitled ‘Explaining Cameron’s Catastrophe’ (IndieBooks, 2017), with Sir Robert Worcester, Roger Mortimore, and Mark Gill. In 2017, working with former and current Ipsos MORI co-authors, I won the International Journal of Market Research collaborative research award for the second time (first time in 2014). I have been a regular commentator in both the press and broadcast media on political marketing and propaganda topics during British elections and referendums.

I have worked for various UK government departments and UK Law Enforcement on communication research projects as well as on IBM executive development programmes for London Business School and as a coach and mentor for marketing directors/CEOs of mainly medium and large companies. I am currently a Non-Executive Director of the Business Continuity Institute (BCI) and Director of the marketing research/strategic marketing consultancy, Baines Associates Limited.


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