Chasm is geared towards marketing in the tech world, but in my opinion, as a marketer with 20+ years experience, the approaches outlined here are applicable anywhere. Moore took a lot of great marketing wisdom and made it accessible and highly actionable. Here you will find all the elements of a marketing plan that will actually do something for your business. My copy is dog-eared, well-worn and is used and re-used in one form or another with my clients all the time.