As equity indexes struggle to hold onto gains and recovery seems to be well hidden around the next corner, marketers have found themselves in an unfamiliar world. A report from Diversified Management Resources, Is Fund Marketing an Oxymoron?, suggests that new tactics are required to reach investors who were burned in the recent bear market. A few companies that have marketed themselves successfully may point the way for the rest of the industry.

During the 1990s, the mutual fund industry grew substantially, with fund assets, investors and a number of funds showing increases. But just as the bull market allowed many investors to think themselves ace stock pickers, it also encouraged marketers to believe that they were responsible for fund growth. Touting performance, as was common during the last decade, brought in assets but when the market correction began it wasn't possible to mention performance data.

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