The marketing and communication strategies used by modern and contemporary art museums/centers today. Comparison between the WIELS, the Centre Pompidou and the Tate Modern

Since twenty years, the number of museums and art centers around the world has never been so high, with more institutions being created since 2000, than over all previous centuries. Standing out from the crowd, in this highly competitive market, is becoming more and more challenging. Accordingly, the implementation of performant marketing and communication strategies is essential for artistic institutions, in order to differentiate from the competition. The first part of the work is dedicated to the definition of art, its market and its main actors. Then the WIELS, the Centre Pompidou and the Tate Modern are profiled, in order to get the each institution's main insights. The importance of implementing effective marketing and communication strategies is highlighted in the third part. Through the analysis, conducted in the fourth and fifth par of the work, the objectives are to define the strategies implemented by the three institutions, and to compare them. Finally, the a conclusion is provided, summarizing the most relevant observations.