Fund marketers who believe promoting their companies on the Web sites of major supermarkets such as Charles Schwab and Fidelity is all the Web presence they need are gravely mistaken, according to a Web industry executive.

Even after aligning themselves with supermarkets, companies must unilaterally maintain a strong Web presence to service current investors and educate potential clients, said Stephen Miyao, CEO of Web consultant kasina, which mainly serves mutual fund companies.

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