The topic covers the specifics of marketing services in relation to product marketing. By working through the topic with the use of professional literature, an attempt will be made to explain the concept of international marketing, and in addition, to bring closer the concept of services, its characteristics, as well as issues that the company can encounter when entering the international market. With the development of globalization, the marketing of services is gaining importance because services are becoming much more represented in the gross domestic product and as a branch that grows from year to year, it is becoming the subject and the interest of an increasing number of studies. With the development of new technologies, services become an indispensable part of the final product and it is difficult to draw a clear line between production and service activities because they both often complement each other in endeavor to raise quality and achieve customer satisfaction with their service or product. The main features of services are intangibility, indivisibility, impossibility of storage, heterogeneity and absence of ownership. According to the characteristics, the sale of services differs greatly from the sale of products, and it is important for the business to adjust the elements of the marketing mix. The first part of this paper covers the theoretical explanation of terms and classification in international marketing, as well as marketing services; while the second part of the paper is oriented towards implementing the marketing mix, identifying the issues, quality control and explaining the examples from practice. When a company decides to expand its business and enter a foreign market, depending on what services the company provides, it is important to thoroughly prepare and analyze the target market, and determine the target group of consumers. In addition, it is necessary to constantly monitor your business, the wishes and needs of users and constantly maintain a high quality service.