Marketing is one of the most important cultural forces and it is a social agent that affects not only consumers' behavior, but also human activity in the widest sense. Therefore, marketing is indirectly responsible for ecological, social and economic problems. On the other hand, the progress of marketing thought and a change of its paradigm allow it to be transformed into a factor that positively contributes to building a sustainable society. The contemporary understanding of the marketing strategy must be based on the principle of sustainable development. Modern strategic marketing orientation responds not only to the challenges of the company's business domain, but adequately addresses the needs of society as a whole. The development of marketing sustainability strategies under balanced relationship between consumer, ecological and social benefits helps enterprieses to gain competitive advantage by delivering added value to the consumer and community. Marketing paradigm in correlation with the concept of sustainability is based on empirical research of a sample of successful companies. The research established factors that represent the prerequisite for the implementation of a strategic marketing orientation for sustainability. The results show the impact of market orientation and implementation of organizational sustainability on sustainable marketing management and differentiation. The innovation impact on the company's sustainability orientation was also explored. Business performance of enterprises is in correlation with the appropriate level of marketing sustainability application. The empirical research has resulted in a proposal of a strategic orientation model for the sustainability of successful enterprises. This doctoral dissertation represents a starting point for the same or similar research of enterprieses' marketing sustainability implementation in the future.