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Marketing in Guatemala

In: Doing Business in Guatemala

Author

Listed:
  • John E. Spillan

    (University of North Carolina at Pembroke)

  • Marleen Campbell Lopez

    (Universidad del Istmo)

Abstract

Marketing activities and transactions in Guatemala are essentially the same as anywhere else in the world. People have products to sell, and people have needs to satisfy. The way in which marketing is conducted in Guatemala, however, may be different than the way other people in other countries of the world conduct marketing activities. As a capitalistic nation with a free market philosophy, the free market exchange of goods and services is very active in Guatemala. In fact, the freedom of market activities is probably freer than the marketing activities that operate in the developed nations. Culture and tradition have an impact on how these components are viewed, but overall Guatemalan marketers have to deal with the same product and service components. In Guatemala, the daily marketing of goods and services is intense. Vendors in both the formal and informal sectors are constantly introducing 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.

Suggested Citation

  • John E. Spillan & Marleen Campbell Lopez, 2021. "Marketing in Guatemala," Springer Books, in: Doing Business in Guatemala, chapter 6, pages 135-160, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-64304-1_6
    DOI: 10.1007/978-3-030-64304-1_6
    as

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