Abstract: The emergence of the Museo Guggenheim Bilbao was a turning point in the traditional national museum model, with marked Mediterranean cadence. The modus operandi of this international benchmark, a constant source of conflicto and inspiration, was inoculated from the liberal perspective, the frequent use of marketing, which was an unexplored process in Spain until that time. Replicated on countless occasions with varying success, it conceived a revolution whose reverberation reaches our days. In the marketing sense, understanding the degree of repercussion by the «Guggenheim effect» implies a generated analysis of both the situation prior to the museum?s creation and the imported innovative processes, without forgetting subsequent geographical implantation. The obtained results, surprising with the assumption of competitive strategies, make marketing management a fundamental tool to guarantee excellent results thanks to its undeniable capacity for seduction.

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