Latin American libraries have experienced an important development in the last two decades. Telecommunications and Information Technologies (ITC) have been key elements in this process. There are leading institutions with remarkable programs; nevertheless it is necessary to design marketing strategies to improve their benefits. A case study based on the University of Colima (Mexico) library system is presented in order to analyze how ITC applications and marketing techniques have been harmoniously combined. Although every country in the region must find its own solutions, some ideas are presented to emphasize that marketing is not exclusively for businessmen. Marketing is the "science of strategy," and its main objective is client/user satisfaction. Libraries are encouraged to act enthusiastically on its applications. (Author/MES)