The monograph considers methodological approaches to the complex research of Russian private banking services market, we solve different research and analytical tasks such as: study of the external environment of the global and Russian markets of private banking services, analysis of trends, problems and prospects for the development of the Russian market, identification of market growth drivers, research of the marketing policy of banks, decision-making process by affluent consumers, and technology of the bank’s work with consumers. The author has developed specific recommendations for market segmentation strategies based on more progressive segmentation features, for development of differentiated marketing strategies for subsegments and narrow niches of affluent consumers, for application of patient and communication strategies to increase banks' competitiveness, for development of specific channels to attract affluent consumers, and recommendations for the use of the phenomenon of migration of wealthy consumers from a bank to a bank by offering better personal service than competing banks.
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