David Gill is confident Manchester United will be able to challenge their big-spending noisy neighbours in the transfer market this summer.
However, the United chief executive admits his club could quite easily be "out-muscled" by Manchester City when going for certain targets and concedes they may have to resort to charm to persuade some players to snub the millions on offer at the Etihad Stadium.
"We believe we can compete," Gill said. "Our turnover and our cash profits demonstrate we can invest in players as necessary. Other clubs may pay slightly more but we pay very good salaries."
He added: "The romance of United is there for everyone to see.
"A player coming to Manchester United has the benefit of working under Sir Alex Ferguson, playing in front of 76,000 every week, and there is our history and heritage and the commercial spin-offs.
"We shouldn't be shy or embarrassed or worried about not being able to attract top players because I firmly believe we can. You can play with great players in a fantastic environment. That's a very good package so why wouldn't you choose that?"
Last Sunday Roberto Mancini guided City to their first league title since 1968 after a dramatic injury-time winner from Sergio Aguero pushed United into second on goal difference.
United boss Sir Alex Ferguson is determined to stop City dominating the Barclays Premier League and will look to strengthen his squad this summer, with Lille midfielder Eden Hazard thought to be high on his shortlist.
However Gill admits United may lose out on some signings this summer if a player's wage is a major factor in the transfer.
"If a player says 'I'm relaxed I can either go to City, United or Chelsea and it will just come down to a money thing' then they may out-muscle us," Gill said. "But that's their choice. We say: 'fine, have our own parameters'. We have to make sure our salary ranges are appropriate."