Marketing Mutual Funds THrough Independent Advisors sheds light on the behavior, wants and needs of independent advisors, and how mutual fund firms can best attract and retain their loyalty.

To write this book, the authors conducted exhaustive research on 1,419 independent advisors. The group was segmented into registered investment advisors and registered representatives, and broken down into asset gathering and asset managing advisors and how they differ. The in-depth findings serve as a "how to" in reaching this complex and varied channel.
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The New Paradigm for Marketing Financial Products Through Advisors

Today, the best firms have true marketing departments searching for ideas to bring to their advisor clients. Training of wholesalers has taken on new dimensions, as firms seek to provide not just support of advisors, but leadership. Effective wholesalers remain a vital link between the product companies and producers.

Those companies who do not come to the aid of today's advisors will find themselves trying to explain lost market share. The battle for clients is on, and product companies can provide both the resources and the perspective needed by their partners in distribution.
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