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While some SMEs coped with the global financial crisis successfully, others faced existential problems, leading to the question as to what strategies helped the successful enterprises find their way out of the crisis. The literature discusses entrepreneurial marketing (EM) as a general success factor. This paper thus examines the question of the contribution EM offers in coping with a crisis. Within a quantitative study (n=352), companies with a strong degree of EM are compared to those with a weak degree. The empirical findings show that EM correlates strongly positively with the ability of SMEs to cope with a crisis. [ABSTRACT FROM AUTHOR]