NEW YORK - Performance and then marketing, not advertising, are the best strategies for building a fund start-up, executives from small fund complexes said at a conference here last week.

The marketing should focus on cultivating relationships with distributors, supermarkets, transfer agents, ratings agencies and the press - not advertising, they said. Well-crafted, one-on-one marketing efforts are more effective in attracting assets to small funds than are huge advertising budgets, the executives said.

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