NEVER BOUGHT, ALWAYS SOLD: Salesmanship, the Small Investor, and the Early Postwar Surge in Mutual Fund Participation

NEVER BOUGHT, ALWAYS SOLD: Salesmanship, the Small Investor, and the Early Postwar Surge in Mutual Fund Participation

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Though today millions of investors flock to them, in 1945, mutual funds exuded no widespread appeal. This essay examines how, why, and when mutual funds first began to regain — and, indeed, exceed — the popularity they had only briefly enjoyed in the 1920s. A key focus is on the role of marketers in...

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Bibliographic Details
Main Author: Janice Traflet
Format: Article
Language:English
Published: Economic & Business History Society 2009-06-01
Series:Essays in Economic and Business History
Online Access:https://www.ebhsoc.org/journal/index.php/ebhs/article/view/200
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spelling doaj-086283c358ae437aafcce1219de85d672020-11-25T03:05:28ZengEconomic & Business History SocietyEssays in Economic and Business History0896-226X2009-06-01271514200NEVER BOUGHT, ALWAYS SOLD: Salesmanship, the Small Investor, and the Early Postwar Surge in Mutual Fund ParticipationJanice TrafletThough today millions of investors flock to them, in 1945, mutual funds exuded no widespread appeal. This essay examines how, why, and when mutual funds first began to regain — and, indeed, exceed — the popularity they had only briefly enjoyed in the 1920s. A key focus is on the role of marketers in stimulating popular interest in mutual funds, particularly among small investors. As will be argued, the surge in mutual fund participation, which began in earnest after the Second World War, should be considered neither accidental nor inevitable.https://www.ebhsoc.org/journal/index.php/ebhs/article/view/200
collection DOAJ
language English
format Article
sources DOAJ
author Janice Traflet
spellingShingle Janice Traflet
NEVER BOUGHT, ALWAYS SOLD: Salesmanship, the Small Investor, and the Early Postwar Surge in Mutual Fund Participation
Essays in Economic and Business History
author_facet Janice Traflet
author_sort Janice Traflet
title NEVER BOUGHT, ALWAYS SOLD: Salesmanship, the Small Investor, and the Early Postwar Surge in Mutual Fund Participation
title_short NEVER BOUGHT, ALWAYS SOLD: Salesmanship, the Small Investor, and the Early Postwar Surge in Mutual Fund Participation
title_full NEVER BOUGHT, ALWAYS SOLD: Salesmanship, the Small Investor, and the Early Postwar Surge in Mutual Fund Participation
title_fullStr NEVER BOUGHT, ALWAYS SOLD: Salesmanship, the Small Investor, and the Early Postwar Surge in Mutual Fund Participation
title_full_unstemmed NEVER BOUGHT, ALWAYS SOLD: Salesmanship, the Small Investor, and the Early Postwar Surge in Mutual Fund Participation
title_sort never bought, always sold: salesmanship, the small investor, and the early postwar surge in mutual fund participation
publisher Economic & Business History Society
series Essays in Economic and Business History
issn 0896-226X
publishDate 2009-06-01
description Though today millions of investors flock to them, in 1945, mutual funds exuded no widespread appeal. This essay examines how, why, and when mutual funds first began to regain — and, indeed, exceed — the popularity they had only briefly enjoyed in the 1920s. A key focus is on the role of marketers in stimulating popular interest in mutual funds, particularly among small investors. As will be argued, the surge in mutual fund participation, which began in earnest after the Second World War, should be considered neither accidental nor inevitable.
url https://www.ebhsoc.org/journal/index.php/ebhs/article/view/200
work_keys_str_mv AT janicetraflet neverboughtalwayssoldsalesmanshipthesmallinvestorandtheearlypostwarsurgeinmutualfundparticipation
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