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New Managers February 2013

The Marketing Challenge - An alternative theory of natural selection

Diane Harrison

This article was authored by Diane Harrison. She principal and owner of Panegyric Marketing, a strategic marketing communications firm founded in 2002 and specializing in a wide range of writing services within the alternative assets sector. A published author and speaker, she has over 20 years' of expertise in hedge fund marketing, investor relations, sales collateral, and a variety of thought leadership deliverables. http://www.panegyricmarketing.com.

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It's 2013: a new year, an opportunity to start a fresh YTD performance chart, and a chance to climb a little further out of the 2012 hole in which a fair amount of the alternative investment world wallowed. January is often a time when investors and managers forge resolutions to do better - take stock of portfolios, review what seems to be working and what seems to be off, and implement a course of action for the coming year.

Fiscal cliff avoidance aside, the alternative landscape appears littered with potential pitfalls, pratfalls, and protracted performance slumps. Some of us might feel that a trip to the Galapagos Islands would be more enjoyable than diving into the fiscal waters of 2013, so it could be interesting to filter this viewpoint with a little evolutionary context courtesy of Charles Darwin.

There are many proponents and opponents of Darwin's theory, engaging in a lively debate that has spanned more than a century. The theory goes something like this:

Darwin's general theory presumes the development of life from non-life and stresses a pure......................

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This article was published in Opalesque's New Managers a top-down monthly analysis, news and research publication on the global emerging manager space.
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