Professor of Political Marketing, Associate Dean (External Relations), University of Leicester

Over the last 20 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). I am the co-author of the best-selling textbook ‘Marketing 4e’ by Baines, Fill & Rosengren (Oxford University Press, 2017) and ‘Fundamentals of Marketing’ (also by OUP, 2016). 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 topics during British elections and referendums.

I have worked for the UK Foreign and Commonwealth Office, Home Office, Ministry of Defence 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.

My teaching has previously encompassed undergraduate, postgraduate and post-experience levels, including full time and executive MBA teaching, in the UK, Canada, 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:

In my research, I am particularly interested in how messages are received by audience segments, especially through emotional appeals. Current research work includes funding for a project to evaluate the effectiveness of police social marketing/counter-terrorism communications (i to i research/Department for Transport) and a project to explore the effectiveness of guilt-elicitation in marketing communications (British Academy). I am presently supervising PhD and DBA work on political marketing to youth audiences and dynamic pricing in the Croatian telecommunications market.


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