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    ItemOpen Access
    Marketing of Bank Services in Kazakhstan
    (Suleyman Demirel University, 2010) Imenova Raina
    This article examines the development and application of marketing strategies within the banking sector of Kazakhstan. Bank marketing is a specialized branch of marketing, focusing on the alignment of banking services with client needs rather than solely on products. The study outlines the evolution of Kazakhstan’s banking system, from the reorganization of state banks and the creation of commercial banks (1988–1991), through rapid sector growth amid inflation and speculative practices (1992–1998), to stabilization and adaptation in the modern period (1999–present). Key marketing functions, including market research, product development, pricing, and distribution, are analyzed in the context of Kazakhstan’s economic and financial conditions. The study emphasizes the importance of client-oriented strategies, segmentation of target markets, and adoption of international best practices. By highlighting successes and challenges, the article provides insight into how banks can enhance competitiveness, optimize services, and achieve sustainable growth in the increasingly complex financial market of Kazakhstan.
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    ItemOpen Access
    Development of a strategy for the implementation of technologies and innovations in commercial banks of Kazakhstan
    (2023) Zhengis Zh.
    The purpose of this to explore the current state of technology adoption and innovation in commercial banks in Kazakhstan and identify the challenges they face in implementing these technologies. The research paper aim to understand and recognize the relationship between innovation and financial performance of commercial banks in Kazakhstan. The research considered the theory of Disruptive innovations. Audited Financial reports of twenty-one commercial banks were used in Data analysis. The Dynamic Panel model was used to understand the impact of financial technology innovations to financial performance. Additionally, the research paper could also contribute to the existing literature on technology adoption and innovation in the banking sector in emerging economies.