Effectiveness in Business – Considering Consciousness in Business

Hi all,
I already asked Peter a similar question. However, Brendan’s and other members’ perspectives will be helpful:

I’m going to start an online business on self-actualization and spirituality, basically sharing the results of my study and research. At first, inspiring others (hopefully) with interesting ideas is going to be the goal.

In the process, I wondered:

– What’s the relationship marketing has to a conscious business? By this I mean what’s conventionally considered “conscious.”
– What’s marketing, really? An euphemism for manipulation? Lying? Or something different?
– Is success ultimately determined by how effectively you manipulate others (besides offering a good service or product, etc.)?
– What are the business principles to be followed?
– How to be effective in this domain?