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In our paper we introduce the patronizing mindset as a thinking approach for businesses to overcome recently upcoming issues regarding the loss of control due to the developments in communication technology. We thereby find that the two main difficulties in managing the information flow lie in the handling of content and the reaction to technology developments of the underlying communication system. We add the patronizing mindset to traditional marketing communication processes to provide a framework for businesses which should be assisted in being able to adapt to the depicted environmental and technological changes.