This chapter introduces two complementary approaches to sustainable marketing: a structural (systemic) approach and a dynamic (process-oriented) approach. The structural approach emphasizes the interconnected roles of society, businesses, and policymakers in co-creating sustainable value, highlighting their shared responsibility in advancing sustainability. It explores how sustainable consumption, production, and legislation interact to drive long-term environmental, social, and economic benefits. The dynamic approach frames sustainable marketing as a sequential process—understanding, creating, communicating, and delivering sustainable customer value. The chapter details how businesses can evaluate and enhance sustainable customer value by balancing perceived benefits and costs from social, environmental, and economic perspectives, and aligning these with the United Nations Sustainable Development Goals (SDGs). It also discusses the importance of regularly assessing both perceived and actual sustainability performance to avoid greenwashing and build stakeholder trust. Together, these frameworks provide a comprehensive foundation for embedding sustainability into marketing strategies and achieving systemic impact.