Marketing, once considered a dirty word in the arts, is now seen as a legitimate tool to enrich and deepen the experience of museum visitors. The number of museums has increased, including art museums. From a social sustainability perspective, it is important to attract new visitors to museums. From a focus on objects and collections, museums have become increasingly visitor-oriented. The purpose of the project is to study how a market-oriented perspective is expressed in art museums in Sweden. How do they work with marketing, event activities and visitor orientation strategically as well as operationally? How is it perceived by museum directors, curators and other staff? How do art museums work to increase the number of visitors and to become more accessible to a broader target group? The study also aims to develop theory on the marketing of culture and cultural consumption. The project is related to research on consumer culture, material culture and museum studies, marketing and customer orientation studies. The study is based on ethnographic methods in the form of long interviews and observations. Museum directors, curators, event managers, marketing managers and other staff are interviewed at three art museums in Sweden. Observations are made of ongoing exhibitions and events. Visitors and non-visitors are also interviewed to understand how art museums can be made more accessible.