Excerpt
Contents
1. Introduction
2. Managing the Marketing Mix of open ended funds
2.1 Product policy
2.1.1 Design of the fund product program
2.1.2 Product design of open ended funds
2.1.2.1 Strategy of product variation
2.1.2.2 Strategy of product differentiation
2.2 Price policy
2.2.1 Pricing of open ended funds
2.2.2 Discount possibilities
2.2.3 Comparison of selected open ended funds
2.3 Distribution strategies
2.3.1 Distribution objectives
2.3.2 Structure of distribution channels in funds business
2.3.2.1 Indirect distribution
2.3.2.2 Direct distribution
2.3.2.3 Multichannel distribution
2.3.2.4 Channel design
2.4 Communication strategies
2.4.1 Corporate Identity as basis for communication strategy
2.4.2 Elements of the communication strategy
2.4.3 Above-the-Line Advertising
2.4.3.1 Advertising in print media
2.4.3.2 Advertising in electronic media
2.4.3.2.1 Applied forms of electronic advertising in funds business
2.4.3.2.2 Key techniques for a successful advertising design
2.4.3.3 Outdoor Advertising
2.4.4 Further advertising instruments applied by investment companies
3. Summary
Reference list
Appendices
- Quote paper
- Melanie Kotschenreuther (Author), 2010, Marketing strategies for open-end real estate funds, Munich, GRIN Verlag, https://www.grin.com/document/194333
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