Ditching marketing strategies that just aren't working

02/14/2014 | New York Times (tiered subscription model), The

At a recent meeting of the She Owns It business group, members continued their discussion of when small businesses need to curtail efforts that just aren't working. For the co-founders of a company called Hukkster, that meant moving away from using Google AdWords for marketing in favor of less expensive channels. "We will test new opportunities, but we have to do it in such a small way," co-founder Erica Bell said.

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