Imenova Raina2025-12-122025-12-122010Imenova Raina/ Marketing of Bank Services in Kazakhstan/ Suleyman Demirel University/ СДУ хабаршысы, 15(2).https://repository.sdu.edu.kz/handle/123456789/2308This 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.enAttribution-NonCommercial-ShareAlike 4.0 Internationalbank marketingfinancial servicesclient orientationmarket researchbanking strategycommercial banksservice developmentArticle