The integration of sustainability in the marketing management involves advantages and some risks on the company that seeks to supply the needs of Customers in a realm that is embracing sustainability. This paper therefore seeks to provide insight on the essential components associated with sustainable marketing, and more specifically focuses on the benefits, shortcomings and recommendations regarding how to optimally harness this concept. The study uses both structured interviews with selected marketing professionals from various organization and industries and a survey that included many marketing managers through an online survey tool. The study revealed that 75% of the organizations/companies have integrated sustainable marketing communication; out of the total responded 68% believed that there was an enhancement in the company’s brand image, and 61% alleged there was enhancement in the company’s customer loyalty. The two largest consequences are potentially higher level of implementation costs (72%) and increased consumer skepticism (65%). Others strategies include, providing regular and timely information (74%); purchase of eco-labels (59%); and engaging different stakeholders (62%). For that reason, the results of this study can be used along with the results of the prior studies to enhance the theoretical and practical frameworks of marketing. Therefore, the paper pays attention to the outstanding need to deliberate and operationalize the sustainability concept in the industry of marketing management with the view of achieving competitive advantage and business valuation.