CHAPTER 1
Endowments and Foundations
The foundation of any marketing strategy is to “know your customers.” In the alternative investment marketspace, a few categories of investors are dominant. Endowments, foundations, pension funds, sovereign wealth funds, funds of funds, family offices, insurance companies, registered investment advisors, and high-net-worth individuals are all increasing their exposure to alternative investments. These groups of investors, within the same category, share common characteristics, face similar constraints, and ...
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