International marketing is not a luxury to be considered as a bonus on top of every company seeking to sustain its own economic future. It therefore requires commitment and an equal share of the allocation of resources that would normally be committed to the domestic market. Certainly, it lacks definition and a body of knowledge sufficient to excite, but it is because companies do not recognize the importance and need for international marketing that there is this lack of suitable positions for those students of international marketing. Not all countries, however, hold international marketing in the same low esteem. While this may be true of the United Kingdom and North America, it is not true of Japan where industry and commerce have maintained traditionally strong ties with its universities Coincidentally, Japan has been forging ahead in international markets even in those countries in which it is not a traditional supplier.
