Entrepreneurial marketing as relatively new research field engages with market- ing in an entrepreneurial context as it has been found that marketing activities determine the survival, success and development of small- and medium sized enterprises.Current research regards the entrepreneur’s personality and behavior as well as the characteristics and limitations of entrepreneurship itself as determinants for marketing in entrepreneurship. Besides our research could unveil that the prod- ucts and service characteristics impact the configuration of marketing activities, it even seems that these have a comparable stronger influence on marketing in entrepreneurship.In our case the intensive interaction between the network actors is directed and affected by the product and service characteristics as well as the entrepreneur’s values and beliefs. These two variables in the entrepreneurial context foster strong customer relationships. As the state of the art literature in entrepreneurial marketing does not adequately support our findings, we suggest a new theoreti- cal conceptualization, which understands entrepreneurial marketing as “play of forces”. The dimensions in which the entrepreneur moves in a marketing context are: entrepreneurship as private kingdom – marketing as expression of customer orientation and the actor’s values and beliefs – product and service characteris- tics.