French to English Bus/Financial Management management of a promotional programme/launch of a new service

Hi, this comes from a translation for an oil company launching a new service for its customers which is also designed to promote the company's products. This part of the text outlines the various components of the new programme such as preparation, choosing appropriate partners, etc. Then we have:

Animation et suivi:

Animation et contrôle du réseau (visites, enquêtes satisfaction…), développement de programmes d’animation des partenaires et de fidélisation des clients.

I am unsure whether 'animation' is being used here in terms of 'management/monitoring' or 'promotion/activities'.

I can see there has been a lot of debate about this word on Proz before but it would be helpful to get a few views from other people.

Thanks & best wishes