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In today's cultural landscape, where very few people go to or have ever visited museums and cultural centres, the lack of marketing practices to attract audiences is aggravating the decline of these institutions. And in this challenging environment, which is in need of change, over time marketing has expanded from its general definition and application to specific meanings and senses, also known as marketing specialities, reaching as far as cultural marketing. Cultural marketing brings together the concept of marketing and that of culture, with the aim of leveraging existing favourable conditions to transform them into sources of culture for society, making their value apparent. In view of this, it is believed that this work will contribute by guiding how cultural marketing can help to increase the visibility and interest of the population in museums; as well as the literature, disseminating and socialising knowledge on the subject, helping future researchers interested in the subject as to possible directions to follow.