Within library management, planning plays the role of charting directions while marketing makes it all happen. Both are important for the effective manangement of a library. This article discusses library management according to the marketing theory developed by P. Kottler. According to his approach, once user needs have been identified, the library must develop products to meet those needs, work out costs involved, establish distribution channels for those products and promote them in the community. Translation of "Marketing: Phase Two", del libro Managing today's library: blueprint for change, WEINGAND, Darlene. Colorado: Librarries Unlimited, Inc. 1994. ISBN 0-87287-807-4. Translated by Lozano Palacios, A, with the collaboration of the students of Faculty of Library and Information Science, University of Granada.