The Long and the Short of It: A Guide to Finance and Investment for Normally Intelligent People Who aren't in the Industry

投資一個更美好的時代英國首席經濟學家約翰‧凱帶領你活用經濟學，經營無往不利的投資市場本書由英國首席經濟學家約翰‧凱帶領讀者理解複雜的現代金融世界，述說基礎投資概論及複雜且創新的現代金融系統。約翰‧凱認為現今荒謬的金融系統威脅世界經濟的穩定性，金融環境早已逐漸轉變為複雜、貪婪且人人追求自我利益的腐敗市場。作者引導讀者重新理解金融市場，唯一能相信的投資指標，只有自己。讀者將學習到如何成為最佳投資經理人，認識投資方針，辨別企業真偽及重新發現合理投資的準則。最重要的，讀者能真正學習到最實用的投資要領並成功執行。透過首席經濟學家約翰‧凱專業的知識及實戰經驗，活用經濟學，投入無往不利的金融世界。 This book provides a guide to the complexities of modern finance. It describes the basics of investment and the sophisticated innovations of the modern financial system. It explains how the follies of finance have threatened the stability of the world economy, and describes an environment that is complex and sophisticated, but greedy, cynical and self-interested. This book explains how to put your finances in the only hands you can confidently trust - your own.Readers will learn everything they need to be their own investment manager. They will recognise their investment options, the institutions that try to sell them, and how to distinguish between fact and fiction in what companies say. They will discover the principles of sound investment and the research that supports these principles. Crucially, they will learn a practical investment strategy and how to implement it.Leading economist and hugely successful investor John Kay uses his academic credentials and practical experience to lay out the key principles of investment with characteristic clarity and dry humour. This is the only book about finance and investment anyone needs, and the one book they must have.