Market globalization and creating new institutions of direct marketing with the application of contemporary information technology intensively change the nature and the field of customer relationship management. The key ideas of this concept are oriented towards the focusing of efforts on leading customers and developing the long-term relationships with them. Basically CRM (Customer Relationship Management) represents the business strategy for creating and maintaining the long-term and profitable customer relationships in direct marketing. CRM includes the progressive marketing concept combining the satisfaction of customers' needs, marketing strategies and information technologies. The new information technology creates new ethical ques-tions where many organizations develop their own codes of ethics. The basic idea and objective of this concept is to direct and pay attention to leading customers in order to develop the long-term relationships and ethical responsibility with them in direct marketing.