I was just reading a great blog post by Seth Godin about whether or not marketing is evil. It's entirely his opinion, but seeing as he is one of the best in the industry, its a unique insight to read about.
I would agree that there should be a careful moral and ethical balance when it comes to marketing. You're essentially persuading someone to buy or do something you want. This actually puts a lot of power in your hands.
In today's economic market and with the surging popularity of social networking, marketing is in an interesting position. As everyone looks for the next bargain, we have to be careful not to repeat the mistakes that have led our country into this mess. That chance can be directly linked to skilled marketers who we can only hope ethically will strengthen our economy – not tear it down greedily.