Titlebook: Doing Business in Guatemala; Challenges and Oppor John E. Spillan,Marleen Campbell Lopez Book 2021 The Editor(s) (if applicable) and The Au

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https://doi.org/10.1007/978-3-030-64304-1international business; international investment; Latin America; market research; Trade; business strateg

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https://doi.org/10.1007/978-94-017-3616-9n already established business. Different types of business ventures can thrive in these localities. Franchising, licensing and microbusiness development are popular approaches to business development.

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Marketing in Guatemala,oducing different marketing approaches and tactics in order to sell their respective products. With a growing population, consumer marketing has become a critically important business activity in Guatemala.