Mutual funds. (how to market them) (Cover Story): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on July 1, 1994. The length of the article is 3612 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Banks are increasingly dominating the ballooning mutual fund industry. As a result, regulators and legislators as well as consumer advocates have become attentive to possible misconduct in the mutual funds business by banks. To appease these groups, bank marketers should make sure that their marketing programs for mutual funds address the concerns of consumers and regulators. Chief among the issues that should be considered by banks is the proper disclosure of information about their mutual-fund products. Customers should be made aware of the long-term nature of the investments and their lack of insurance. Aside from consumer/regulatory concerns, marketing programs should also be attuned to demographical segments. They should be developed in such a way that addresses such disparate demographic categories as first-time buyers and experienced investors. Lastly, bank marketers should consider product pricing and the compensation of the mutual-funds staff.

Citation Details
Title: Mutual funds. (how to market them) (Cover Story)
Author: Karen Kahler Holliday
Publication:Bank Marketing (Magazine/Journal)
Date: July 1, 1994
Publisher: Bank Marketing Assn.
Volume: v26 Issue: n7 Page: p23(7)

Article Type: Cover Story

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