Mirmahmudova Nozima Khusniddinovna
Manager, “TESOL” Non-State Educational Center
gmail: nozimamirmahmudova@gmail.com
ORCID: 0009-0006-9170-6480
Abstract. This article systematically examines the theoretical foundations of Islamic financial services marketing, its key principles, and the development trends of scientific research in this field. The study employs systematic literature review, comparative analysis, synthesis, and systematization methods. Based on the works of domestic and international scholars, the theoretical essence of Islamic financial services marketing is explored, and its distinctive features are compared with those of conventional financial services marketing. In addition, current research trends in this field are analyzed, revealing that consumer trust, service quality, marketing communications, and digital marketing have become the major priorities in contemporary studies. The findings provide a theoretical foundation for improving marketing strategies of Islamic financial services, advancing the theoretical framework of this field in Uzbekistan, and expanding future academic research.
Keywords. Islamic marketing, Islamic financial services, marketing strategy, Sharia principles, consumer trust, service quality, marketing communications, financial inclusion.