Article for Institutional Investor Publication from Jan Altmann

„The ETF industry has been a subject of tremendous growth in the past years. Experts still see a high potential for a future increase in assets and trading.


When things go so well this isn’t usually the time to think about how to improve strategic marketing.

Strategic marketing includes strategies to efficiently reach clearly defined target groups with an optimized mix of product, price, message, brand and products. Let us look behind the world of the pink picture drawn by the industry and the media and get an impression if there is a need for strategic marketing and, in a wider sense, strategic thinking.“

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