APA (7th ed.) Citation

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

Chicago Style (17th ed.) Citation

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

MLA (8th ed.) Citation

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