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AbstractThe aim of the article is to present the results of the comparative analysis of online marketing communication in three national art museums in Poland and the comparable museums in European cities, that could serve as a model for the use of marketing communication on the Internet. Marketing communications on the Internet of selected museums have been compared in three categories: website usability and responsiveness — in this category the cognitive walkthrough method was used; onlinedoi:10.2478/minib-2020-0021 fatcat:zwr6ekxzwnbshpydutywl3rlhy