This paper is done by analyzing the implementation of marketing activities on the example of Zagreb Holding within which the affiliate Čistoća operates. The scope of action encompassed by the said subsidiary is the development of a comprehensive waste management system in the city of Zagreb. This paper analyzes the basic concepts and processes in strategic marketing in a concise manner. The author thinks that marketing activities so far have been good potential for further development of the Cleaner branch in the marketing context of integrated waste management and environmental concerns in general. The issues of this work are reflected in the implementation of marketing activities in the affiliates of Čistoća, and their implementation and control. The aim of the paper is to determine whether the marketing activities implemented so far are well implemented and whether they support the Zagreb holding Group in meeting the Group's strategic guidelines. The emphasis on this topic was given by the fact that at present, attention is still paid insufficiently to the development of strategic marketing plans and control and analysis as the last item in the strategic marketing plan. It is precisely on the basis of analyzes of marketing activities that can well prepare and improve business processes in the future in order to achieve the company's strategic goals.