TO ENGAGE STAKEHOLDERS — ACTIVATE. ACTIVATE. ACTIVATE

Mark Harrison

Chapter 5 in What Sponsors Want:An Inspirational Guide for Event Marketers, 2020, pp 83-125 from World Scientific Publishing Co. Pte. Ltd.

Abstract: The following sections are included:FlashbackWhy Engagement?ActivationThe Activation Ratio FallacyStakeholder GroupsThe Stakeholder OrbitThe Activation CycleBenefits of the Activation CycleEngagement Beyond ActivationBrad SimsKim McConnie

Keywords: Sponsorship; Marketing; Sponsorship Sales; Storytelling; Experiential; Entrepreneurship; Business of Sponsorship; What Sponsors Want (search for similar items in EconPapers)
JEL-codes: M30 M31 M37 (search for similar items in EconPapers)
Date: 2020
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