Analysis of the communication management in the Valencian traditional industrial sectors

The purpose of this research is to gain knowledge on the practice of the communication role in the traditional sectors. After a deep analysis of the corporate theoretical pillars and the traditional sectors' casuistry, it is developed a qualitative methodology with the collaboration of professionals on these sectors, representatives of sectorial associations and professionals on the communication field. The principal conclusion obtained along the research brings up how on these sectors predominates the utilization of exclusively advertising techniques, with purely commercial goals, without previous definition and without clear methodology. They demonstrate a lack of integral vision of the communication, a strategic perspective and a specialized suppliers' competition in the communication field.