Capital market efficiency and its implications for the investor: A case of a superior product mismarketed

The subject of this manuscript is marketing of a financial concept, or principle. Despite copious empirical support and scientific acceptance, the concept of capital market efficiency has not gained widespread appreciation among the general investing public. Reasons for this apparent communication failure are examined, and an integrated remedial program is outlined. If the financial academic community wants the market efficiency idea to be noticed, let alone accepted, by investors, then better marketing, primarily promotion, will be needed.