Marketing Strategies of Open‐end Investment Funds in the EEC

Abstract

Examines the marketing activities of funds in the mobilisation of mainly private savings, in a market traditionally dominated by the bigger investment institutions. Centres analysis on development from early primary marketing methods characteristic of the 1960s to present day, sophisticated methods, which have evolved as funds moved to maturity. Highlights factors that have led to a certain loss of confidence in open‐end funds – recommending a policy of wider diversification into all branches of the investment market. Concludes that legislative conformity within European countries regarding fund activities appears still some distance away despite OECD initiatives.

Citation

Stafford, D.C. (1977), "Marketing Strategies of Open‐end Investment Funds in the EEC", European Journal of Marketing, Vol. 11 No. 6, pp. 406-417. https://doi.org/10.1108/EUM0000000005024