Bogle on Fund Marketing: How Mutual Funds Sell You What You Don't Need
Book: Common Sense on Mutual Funds: Fully Updated 10th Anniversary Edition by John C. Bogle ISBN: 978-0-470-59748-4
Marshall McLuhan famously said “The Medium Is the Message.” Bogle flips that on its head for Chapter 16. In the mutual fund industry, the message is the medium. Marketing doesn’t just promote funds. Marketing shapes what funds actually become.