Strategic planning of cities and urban marketing are fundamental pieces for the dynamics of buildings linked to the promotion of culture, where production, consumption and profit are the expected aspects as a result of the actions of the Private and Public Power.

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Urban promotion has been recreating new images to be sold on the global market, promoting urban and spatial rearrangements. The use of culture as a developer of strategic planning and urban marketing, uses iconic cultural buildings, which mark and become reference representatives for some cities, in order to leverage processes of promotion and urban renewal.