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The 2008 financial crisis had a phenomenal impact on the global economy and more notably on the individuals directly involved in the financial sectors. This study was geared towards discovering how those directly involved, more specifically asset managers, went about communicating the effects that the economic decline had on their clients' investment portfolios and which methods of handling client expectations during different economic phases were effective, in the South African context. The study was qualitative in nature and targeted South African asset managers and asset management businesses, as well as the marketing personnel in these businesses who are involved in client interactions. An online questionnaire was used to gather data in order to examine the different procedures and approaches that are implemented in different firms. Data was processed using a tally base system. On average 78% of asset management businesses investigated have either decreased or held their marketing budgets constant over the last 5 years. Therefore it can be concluded that in a South African context, the majority of asset management businesses did not expand their marketing efforts over the last 5 years, from a financial perspective, in order to contain costs.