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Keywords: Financial investment
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2001) 18 (1): 7–11.
Published: 01 February 2001
... Press , Madison, WI. Marketing strategy Ethics Financial investment Theory. In theory, the most valuable marketing tool for a new mutual fund is a strong performance record. Investors prefer near certain gain to a perceived gamble, winning funds attract more new money than losing funds...
