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The expansion of services in international markets requires market adaptability, a value proposition that is consistent with the company's values ??and mission, and that is reliable among local consumers. This leads to an analysis of how the integration of marketing strategies with quality management systems contributes to the successful expansion of services in international markets. This documentary research was based on a literature review, incorporating 24 bibliographic sources published between 1988 and 2025, selected for their relevance to the study. Among the results, it is highlighted that in international markets, service quality, especially for intangible products, is a strategic attribute that influences consumer choice and loyalty, with the SERVQUAL model by Parasuraman et al. being an influential reference. The integration of marketing and quality is essential because marketing establishes quality expectations, and quality fulfills them. Cultural variations in the perception of quality must be considered and the value promise adapted to local contexts. In conclusion, the integration of marketing strategies with quality management systems is essential for the successful expansion of services internationally. This integration must be interculturally sensitive, adapting communication and service processes to the cultural expectations of customers to strengthen reputation and positioning in different settings.
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