Abstract
This paper aimed to clarify the merit and significance of community-based marketing strategies led by agricultural cooperatives toward maximizing the benefits for local communities rather than focusing only on economic profitability. In this research, the case of Kanra-Tomioka Agricultural Cooperative was selected for analysis of marketing strategies led by agricultural cooperatives. Our findings revealed that internal marketing, in which allowing association members to engage in management and role-sharing with Agricultural Cooperative employees can lead to the promotion of communication and participation in the Agricultural Cooperative, which, in turn, can result in
sustainable development among farmers, consumers, and local communities.
