| Sumario: | Marketing occupies one of the central places within the strategies of organizations today due to the unstable business environment, which is why its management and the elements inherent to it are of vital importance for the current organizational environment. In this context, we seek to investigate the links between marketing and total quality management (TQM), through a literature review that analyzes various publications on this topic, where similarities and affinities are found in the findings between these two areas, however, in the real world and in practice there is an apparent lack of integration of the two. Therefore, a study was conducted showing that marketing academics are less willing to use benchmarking methods than other groups and managers are even less likely to be using it. Thus, the main findings focus on exploring how integration between TQM, benchmarking and marketing can benefit the business environment of organizations.
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