Purpose – In the last ten years, businesses taking advantage of market deregulation, call‐centre, intranet and internet technology have broken traditional marketing norms and path‐dependent customer management practices. These businesses offer substantially lower prices and good customer...

Purpose – The purpose of the paper is to bring to the attention of academics the innovations which have rapidly been developed to sell goods and services across sectors using what the authors describe as “confusion marketing”. Design/methodology/approach – This is a conceptual,...