PHILADELPHIA - Bank marketing has emerged as a key element in Charles E. Haldeman's strategy to remake Delaware Investments' image.

Mr. Haldeman, who took the reins as Delaware Investments' president and chief executive in January, is trying to help the fund company escape the perception that it is only an institutional large-cap value manager. It is also battling lackluster performance in some of its funds, which has hurt recruiting and morale, Mr. Haldeman said in a recent interview.

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