Although Barclays Global Investors runs $301 billion in exchange-traded fund money through 137 funds- commanding a 60% share of the $500 billion ETF market-Vanguard and State Street are launching new products and marketing campaigns to catch up, Reuters reports.

For its part, with $102 billion in assets and 59 ETFs, State Street has a 20% market share and, with $30 billion and 32 ETFs, Vanguard a 6% market share. But they believe they can close in on Barclays.

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