Accepting marketing conceptions and its corresponding use will improve activity of all organizations and will easily accomplish default goals. Considering that purpose of all cultural sector is preservation and protection certain cultural goods as well as their presentation to general public, mission and purpose of implementing marketing in culture and art includes organizations of some specific offers which will interest target visitors and in that way will indirectly achieve optimal distribution effects of cultural products. Therefore the aim of this study is to analyze key guidelines of non- profit marketing in cultural sector as well implementing marketing concept and features of non- profit marketing on the example of “ Museums of Croatian Zagorje” as cultural artistic institution which consists of five structural units: “ Dvor veliki tabor”, “Gallery Antun Augustinčić”, “Museum Krapina Neanderthal”, “Museum Peasants’ Revolt” and “Museum old village Kumrovec”. The relevant information about characteristic of non- profit marketing of “ Museum Of Croatian Zagorje” were collected by analyzing available documentation and through individual interviews and in which main themes have included business characteristics, stimulating and limiting facts of business of “Museum of Croatian Zagorje”, specific offers from insight of museum material to additionally touristic and catering facilities on which it is possible to take competitive advantage on the other museums in Croatia, specific trends upon requests, characteristics features of elements marketing mix and marketing strategies which are used for strengthen position on market and bigger competition. Research results will enable define guidelines for successful application of marketing conception in cultural and art foundation.