Marketing becomes key to the game


With the hedge fund industry becoming such a central feature of the global markets, there are some fascinating changes in how managers are now presenting themselves to investors - especially outside the United States. These days, even some of the most intensely private and low-key of managers have clearly decided to adopt a much more positive, proactive approach to marketing and investor relations.

Taking their cue from that famously low-profile pioneer, Alfred Winslow Jones, hedge fund managers in America have tended to jealously guard their privacy. There have been various reasons - not least to protect competitive advantage. American