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Hedge funds look to industry counterparts to understand the value of marketing.

The hedge fund industry is in the midst of a major transformation. Overall fund performance in 2008 has been abysmal, and investors are furious at managers’ putting up gates to protect against redemptions. No less an authority than George Soros is predicting that as much as 75 percent of all hedge fund assets will disappear as a result of what the legendary 78-year-old investor calls the worst financial crisis in his lifetime.

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