Marketing is a fundamental part of any business.
As many other topics before, marketing has received a bad reputation among the general society, as it is perceived as unethical. Whilst this negative image of marketing might have generated due to certain unethical activities by various companies throughout the years, it must be made clear that every business, even non-profit ones, need marketing to spread its image and build a strong brand.
Marketing, just like any other business activity, will only be as unethical as the people behind it. I believe that by helping a business succeed and generating profit for companies, while still having the best interest of customers at heart, marketing is helping society and generating money within communities.