NEW YORK - Although the competitive environment in the fund industry has strongly favored large fund companies that have million dollar marketing budgets, small and mid-size firms are using the Internet to increase sales, develop brand identity and improve their efficiencies, according to fund executives who spoke at a conference on e-distribution and marketing of mutual funds here last week.
The Quant Funds group of Lincoln, Mass. is one such small firm, according to Heather S. Dondis, director of marketing for the firm. The firm was founded in 1985, but did not develop a distribution and marketing team for the funds until a little over a year ago, she said. Dondis spoke at the conference, sponsored by the Institute for International Research of New York.