The main purpose of my PhD research proposal is to investigate the way in which urban marketing manages to promote a city and to become a factor of financial, social and cultural regional development within an intensifying interregional competition. Over the last years, a try to transform the identity of the urban landscapes is observed, aiming to the promotion in national and international level. Redefining the urban regions identity will help with the enhancement of their capacity, their image improvement as well as their survival in the constantly competitive environment, which is formed by the changes of the international financial system and the capital movement strategies. In this way, the cities compete between them to gain a bigger part of their target market.