APA (7th ed.) Citation

Ulwick, A. W. (2005). What customers want: Using outcome-driven innovation to create breakthrough products and services. McGraw Hill.

Chicago Style (17th ed.) Citation

Ulwick, Anthony W. What Customers Want: Using Outcome-driven Innovation to Create Breakthrough Products and Services. New York: McGraw Hill, 2005.

MLA (9th ed.) Citation

Ulwick, Anthony W. What Customers Want: Using Outcome-driven Innovation to Create Breakthrough Products and Services. McGraw Hill, 2005.