Skip to main content

The Europeanisation of the British political marketplace

Buy Article:

$47.50 plus tax (Refund Policy)

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.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: campaign management; marketing strategy; political marketing

Document Type: Research Article

Affiliations: 1: Melbourne Business School, Australia 2: National University of Ireland (Cork), Ireland

Publication date: 2011-07-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more