Foreword The content of this book is dealing with distribution systems for mutual funds in Germany. The production and distribution for these investment vehicles is usually organised along multiple structural levels: The producers of investment funds avail themselves of banks and insurance networks as distribution agents, and consequently do not have direct access to the investors. Both groups, especially in the last couple of years, have expressed strong interest in optimising the marketing of these financial services. It has to be taken into account that in Germany - as well as in other countries in Continental Europe - the producers of investment funds usually are part of banks or insurance groups. This translates into a very strong integration of value chains related to producers and distribution agents, resulting in a tendency of banks to sell primarily their own products to their clients. However, the economic crisis at the beginning of this decade highlights that profitability in the mutual fund market requires growth (i.e. de facto the acquisition of new clients). As alternative distributions channels, like for example direct marketing or distribution via independent financial advisors, play only a relative minor role, this growth requires the optimisation of existing and exploration of new relationships in particular with the distribution channel of banks.
