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How to Sell a Hedge Fund Strategy

Hedge fund managers are still far behind their investing peers when it comes to marketing. But as the industry has fallen out of favor with allocators due to mediocre aggregate performance and high fees, experts say managers are starting to embrace new marketing strategies in hopes of keeping up.

      Illustration by Giacomo Bagnara.  Before Anthony Scaramucci became a disgraced former White House communications director — who lost his post after just ten days on the job — he was considered something of a hedge fund marketing pioneer. These days, hedge fund managers are still far behind their investing peers when

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