Today's society is called a "society of knowledge". "Society of Knowledge" has been building for years, and with the emergence of a society we know today came the development of the living environments in which people live today. People from the village began to live in cities and started building their lives in cities. Cities have become an extremely attractive places to live because those are places where supply and demand meets and also places where people are offered countless opportunities for personal growth. With the development of cities also came the development of urban marketing. Urban marketing can be seen as one of the instruments of a city where cities create a nice environment to live in and give a lot of opportunities to its citizens for personal development. The key to the success of urban marketing is communication. The goal of urban marketing is to create new places, attract investment, improve the quality of life of its citizens and etc. In order to achieve the goals above, there has to be a good and close cooperation between local authorities, entrepreneurs and the public sector. One of the cities in the Republic of Croatia that has recognized the importance of urban marketing in a timely manner and is also successfully applied urban marketing is Osijek. Over the past few years, through the implementation of urban marketing Osijek has succeeded in improving city infrastructure, increasing domestic and foreign investments and generally improving its citizens lives.