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1 Kotler, Ph., Marketing management, IX Edition, Prentice Hall, New Jersey, 1997. str. 718 2 DMA - Direct Marketing Association 3 Geller K. Lois, Response - The Complete Guide to Profitable Direct Marketing, Oxford, 2002. str. 5 15 Dallmer, H., Thedens, R., Handbuch des Direct Marketing, peto prošireno izdanje, Gabler Praxis, Wiesbaden, 1981.
16 Duncan, G., Direct Marketing, Adams Media Corporation, Massachusetts, 2001. , str.10 17 Stone, B., Successful Direct Marketing Methods, V Edition, NTC Business Books,Chicago, 1995., str. 37
18 Kotler, Ph., Marketing management, IX Edition, Prentice Hall, New Jersey, 1997. str. 721
19 Primjena formule RFM (Recency, Frequency, Monetary) 20 Stone, Bob, Successful Direct Marketing Methods, V Edition, NTC Business Books, Chicago, 1995., str. 38
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6. Kotler, Ph., Marketing management, IX Edition, Prentice Hall, New Jersey 1997.
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11. Stone, Bob, Successful Direct Marketing Methods, V Edition, NTC Business Books, Chicago, 1995.
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