The coalition government that resulted from the 2010 general election represents a new scenario in the British political marketplace with implications for political marketing theory and practice. The modelling of political marketing in the UK has evolved in relatively stable market
conditions in which majority governments are elected; the market restructure arising from the 2010 election outcome offers an opportunity for a revised understanding of the field. Political science has established an important and dynamic body of knowledge that explains the founding and operation
of coalitions. A comparative appraisal of coalition government and commercial cooperative arrangements indicates some commonalities. Western European elections are characterised by multiple actors, regional preferences, smaller parties, cooperative distribution of power, and assumed negotiability
of the offer. As the British political marketplace evolves to exhibit similar characteristics, insights from these markets are used to contribute to the more multifaceted, cooperative models of political marketing management required for the UK.