The textbook illustrates the development of a quantitative measurement instrument for Entrepreneurial Marketing (EM) and additionally examines the success impact of EM. The economic crisis that began in 2007/08 posed significant challenges for Austrian SMEs in the manufacturing sector and is therefore used for the quantitative evaluation of the newly developed measurement instrument and the success impact of EM. As a result, EM was conceptually defined, operationalized, and represented through the four factors: "market-oriented triggering of behavioral changes among market participants, customer orientation, utilization of relationships for resource stretching, and acceptance of calculable risk." Consequently, the measurement model and the positive effect of EM on business success during economically challenging times can be demonstrated.