Percival White (1887–1970)
本文概述了珀西瓦尔·怀特的学术生平，他主要贡献于市场研究和科学管理在营销中的应用，出版了20本书，其中11本关于营销，包括早期市场研究教材，并创办了美国市场研究公司。
This paper outlines an intellectual biography of Percival White whose major contributions to marketing thought focused on market research and the application of scientific management to marketing. White published 20 books during his career, 11 of those dealing with marketing, including one of the earliest texts on market research. Like other pioneers in the marketing discipline, White’s legacy also includes major contributions to marketing practice. His company, Market Research Corporation of America, represented some of the best technical practices of the 1930s. Unlike many other pioneers in marketing whose education was in economics, White’s background was in industrial engineering. He considered himself a marketing engineer.