Master the process of effectively marketing alternative investments―a critical but overlooked aspect of ensuring fund success Investment funds with great performance and potential often fail for one simple reason―the enormous challenge for investor relations and fundraising professionals to raise the necessary capital to make the fund profitable. The only book to tackle this critical issue, Marketing Alternative Investments builds on the experiential wisdom and best practices from numerous thought leaders in the industry and provides a comprehensive look at investor-centric marketing and fundraising strategy. Whether you work in hedge funds, private equity, or are aspiring to be part of one, you’ll gain invaluable insights into understanding investors and the investment landscape to create a successful marketing campaign. Marketing Alternative Investments is organized into three sections: Fundamentals―the history, structure, decision process, stakeholders, investment expectations, regulations, and relevant information on major institutional investor groups - Fundraising in practice―tools, techniques, issues, regulations, skillsets, and processes required to complete a full marketing cycle from pre-marketing through investor relations - Other considerations―key building blocks for a successful franchise in an evolving alternatives landscape, including diversity and technology Effective fundraising and investor relations is key to the growth of alternative investments. This thorough guide delivers the information, insight, tools, and best practices for strategically marketing alternative investments. “This comprehensive and insightful book offers essential information that will help readers navigate the complex, important and often exhausting capital formation process.” - Barry S. Volpert , Co-Founder and Chief Executive Officer, Crestview Partners “Successful manager selection is one of the critical components to long term outperformance for institutional investors.  However, before an institution can even assess a manager, it has to get into the funnel to be screened.  Marketing Alternatives Investments offers a clear road map to managers and marketers that will help them gain access to discriminant sources of capital that look for the early signs of partnership and alignment that comes with an investor centric approach.” - Kim Lew , President and Chief Executive Officer of the Columbia Investment Management Company “I started out thinking all you needed was a good use of funds to have a good source of funds-This practitioner’s guide is a readable roadmap to an increasingly complex and rapidly changing market.” - Dick Cashin , Founder and President, One Equity Partners “Fundraising is one of the most crucial processes in alternative assets – and this book provides the frameworks to make it highly actionable, also for those with no prior fundraising experience. For experienced marketers, it provides fresh and insightful perspectives on an ever-evolving field.” - Frida Einarson , Partner and Head of Investor Relations, Verdane “ Marketing Alternative Investments takes a holistic and practical approach to fundraising. The book provides a very comprehensive guide to a challenging aspect of fund management and real-life tactical solutions that makes it a must read for both fund managers and fundraisers.” - Daphne Dufresne , Managing Partner, GenNx360 "This book demystifies the arcane world of marketing to an immense but very nuanced pool of capital. Investors in alternatives are becoming ever more sophisticated, and selective about the managers they back going forward, especially with the steep and broad-based market selloff in the last 12 months. A must read for not just first-time funds but also fund marketers with large IR teams who may need a refresher on latest trends in their customer base and sources of capital they may have overlooked"  - Sumit Pande , former Head of Technology, Media & Telecom Investments, Qatar Investment Authority Advisory, USA. "Alternative investments, strictly speaking, are no longer "alternative". They are now mainstream. Two countercurrents are at play here. On the one hand, the industry is consolidating. On the other hand, new superstar managers are emerging. And investors are getting more demanding. If you have ambitions in this area, this book is a good guide on how to navigate fund raising." - Gaurav Dalmia , Chairman, Dalmia Group Holdings “Insightful, practical, and comprehensive. This thorough guide is an essential read for anyone looking to learn the state of the art in fundraising for alternative investments today.”  - Martin Brand , Head of North America Private Equity and Global Co-Head of Technology Investing, Blackstone “Alternative asset fundraising has evolved considerably in the last few decades, and this book is a well-written guide that explores the latest thinking.  A valuable read for both experienced practitioners and fledgling markete