Purpose: The present article aims at designing an integrated model for the realization of sustainable marketing in Iranian automotive industry.

Design/methodology/approach: First of all, the existing literature was analyzed and the initial framework was designed for the realization of sustainable marketing. Then, using qualitative methodology tools such as open questionnaires and in-depth interviews with experts familiar with the subject, the initial model was developed and a comprehensive model was proposed for the realization of sustainable marketing. Then, through holding the focus group meetings, the final revised conceptual model was designed for the realization of sustainable marketing. As the last step, the model was extensively examined and confirmed through field survey.

Findings: The results show that among the various marketing models, internal marketing, integrated cultural marketing, strategy-driven marketing, ethical marketing and altruistic marketing models are effective on the realization of sustainable marketing.

Originality/value: Currently, the two concepts of sustainable development and process integration have greatly influenced the business environment. Both marketing as one of the business sciences and automotive industry as a key industry and one of the poles of production have also been affected by these developments.