Paul Baines (born 9 May 1973) is a British marketing academic, specialising in the topic of

marketing Marketing is the act of acquiring, satisfying and retaining customers. It is one of the primary components of Business administration, business management and commerce. Marketing is usually conducted by the seller, typically a retailer or ma ...

for political parties and candidates. He is the professor in

Political Marketing In politics, campaign advertising is propaganda through the media to influence a political debate and, ultimately, voting. Political consultants and political campaign staff design these ads. Many countries restrict the use of broadcast media t ...

Cranfield University Cranfield University is a postgraduate-only public research university in the United Kingdom that specialises in science, engineering, design, technology and management. Cranfield was founded as the College of Aeronautics (CoA) in 1946. Throug ...

. He was the former Director of Business Development at the

Middlesex University Middlesex University London (legally Middlesex University and abbreviated to MDX) is a public research university based in Hendon, northwest London, England. The university also has campuses in Dubai and Mauritius. The name of the university is ...

Business School and the former the Director for the Baines Associates Limited, since 2008. In 2019 he joined the University of Leicester as Professor of Political Marketing and Associate Dean. Paul’s research has particularly focused on the application of

market research Market research is an organized effort to gather information about target markets and customers. It involves understanding who they are and what they need. It is an important component of business strategy and a major factor in maintaining com ...

and

strategic marketing Marketing strategy refers to efforts undertaken by an Organizational structure, organization to increase its sales and achieve competitive advantage. In other words, it is the method of advertising a company's products to the public through an est ...

by political and corporate organisations in a political context. This includes marketing for political parties, government and special interest groups, war PR and

propaganda Propaganda is communication that is primarily used to influence or persuade an audience to further an agenda, which may not be objective and may be selectively presenting facts to encourage a particular synthesis or perception, or using loaded l ...

, and

lobbying Lobbying is a form of advocacy, which lawfully attempts to directly influence legislators or government officials, such as regulatory agency, regulatory agencies or judiciary. Lobbying involves direct, face-to-face contact and is carried out by va ...

, with market

positioning Positioning may refer to: * Positioning (marketing), creating an identity in the minds of a target market * Positioning theory, a theory in social psychology * Positioning (critical literacy), reader context * Positioning (telecommunications), a t ...

, segmentation and

persuasion Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours. Persuasion is studied in many disciplines. Rhetoric studies modes of persuasi ...

as the key underlying dimensions.

Publications

Books

* co-editor, with Nicholas O'Shaughnessy and

Nancy Snow (academic) Nancy Snow is an American professor emeritus of communications at California State University, Fullerton and scholar of propaganda and public diplomacy. She has authored, edited or co-edited fifteen books, including ''Propaganda, Inc.: Selling Am ...

of ''The SAGE Handbook of Propaganda'', 2020. * co-editor, with Bal Chansarkar of ''Introduction to Marketing Research'' (MU Press, 1999), * co-author, with Ross Brennan and Paul Garneauof ''Contemporary Strategic Marketing''(Palgrave Macmillan, 2002), 2nd ed. 2007. * co-author with Bal Chansarkar, of ''Introducing Marketing Research'' (John Wiley & Sons, 2002.), * co-author, with John Egan and Frank Jefkins of ''Public Relations'' (Butterworth-Heinemann, 2004) * co-author, with Sir Robert Worcester and Roger Mortimore of ''Explaining Labour’s Landslip'' (Politicos, 2005). * co-author, with Chris Fill and Kelly Page of ''Marketing'', Oxford University Press, 2008. WorldCat
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References

External links

* {{DEFAULTSORT:Baines, Paul British marketing people 1973 births Living people Academics of Cranfield University British political scientists Academics of Middlesex University