Percival White (1887–1970)

Abstract

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.