Markets Never Forget

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Ken Fisher's Markets Never Forget (But People Do) -- Available at Bookstores Everywhere!

Ken Fisher, founder and Executive Chairman of Fisher Investments, is a self-made billionaire and ranks among America's wealthiest individuals. For over 30 years (1984 to 2017), Fisher’s monthly "Portfolio Strategy" column ran in Forbes magazine, making him the longest continuously running columnist in the magazine's history. During this time, he's seen everything from the stock market crash of 1987 and the great bull markets of the 1980s and 1990s to the Tech bubble of 2000 and the global market meltdown of 2008.

Now, with Markets Never Forget (But People Do): How Your Memory Is Costing You Money and Why This Time Isn't Different, Ken Fisher shows readers how their memories play (often costly) tricks on them. And he shows readers how they can combat their faulty memories with just a bit of history. Not because history repeats (it doesn't), but because understanding how investors have reacted to past similar events can help guide investors in shaping better forward looking expectations. The past never predicts the future, but it can reduce guesswork about what's ahead. Get your copy today at,,, or a local retailer.


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Markets Never Forget
  • Hardcover: 240 pages
  • Publisher: Wiley; 1 edition
    (November 8, 2011)
  • Language: English
  • ISBN-10: 111809154X
  • ISBN-13: 978-1118091548