The aim of this paper is to provide information, analyze and to give an overview about marketing in culture with an emphasis on the potential of cultural institutions. Along with defining the basic concepts of marketing and culture, this paper will explain why culture is important in everyday life and why the attendance of cultural events is decreasing. Cultural institutions are experiencing a year-by-year decrease in number of people visiting cultural events so it is of importance to define problem which brought to this situation. Cultural institutions should more and more apply marketing to attract audience which is nowadays harder to find. Great difficulty is also ageing audience. Processing and analyzing are showing marketing mix elements which follow cultural institutions such as theaters, museums, library, archives etc. On the basis of the results, there are offered solutions which would attract more and more visitors year after year. It is necessary to inform users and to get them in touch with culture with the intention of removing existing prejudices about cultural institutions such as theaters, museums etc. Applying marketing in all aspects of business in cultural institutions increases the possibility for improvement and recognition of culture as an essential segment in people's daily life.