Panel session: Confessions of the asset raisers – making the most of marketing
October 03, 2011
Marketing is now essential to hedge funds
|
| Steve Foster, Robert Howie, moderator Niki Natarajan, John Novogratz and Alexandre Col |
Marketing has always been a dirty word in the hedge fund industry and the proliferation of one-person outfits has not helped the image of the third-party marketing industry. The panellists looked at the private equity model to examine how they raise assets, and also discussed the evolving nature of asset-raising and the role of marketing professionals.
In the past, an investor relations person was ‘the marketing team’ and that was deemed enough, but John Novogratz of Millennium Management said that these days, with the advent of institutional investors such as pension funds, the typical set-up in a larger company is to have investor relations as well as client servicing teams. “If you do not have an investor relations team, investors do not know who...
TAKE A FREE TRIAL
The full contents of this article are available to active InvestHedge subscribers and trialists only.
To continue reading please, take a free trial, subscribe or log in to InvestHedge.
Subscribe
Subscribers have unlimited access to all current content, including fund performance Live League Tables. Start your subscription today - click on the button below.
Subscribe now