VISUALIZATION OF IMPROVING THE SALES STRATEGY OF MINING AND PROCESSING EQUIPMENT IN THE KAZAKHSTAN MARKET

The article examines the process of improving the sales strategy for mining and mineral processing equipment in the Kazakhstan market using bibliometric analysis and scientific visualization methods. The aim of the study is to identify key research directions, dominant themes, and interdisciplinary relationships shaping the contemporary agenda in industrial equipment sales management under conditions of digital transformation. The methodological framework of the research is based on a systematic literature review, bibliometric analysis, and visualization of keyword co-occurrence networks using the VOSviewer software. The empirical basis comprises an analysis of 2,881 scientific publications indexed in the Web of Science database for the period 2020–2025. As a result, thematic clusters were constructed that reflect the interconnections between marketing strategies, sales performance, innovation, artificial intelligence, sustainability, and technological solutions in the mining equipment sector. The scientific novelty of the study lies in the application of visual bibliometric mapping tools to analyze sales strategies in a highly specialized segment of mining and mineral processing equipment, taking into account the specific characteristics of the Kazakhstan market. The practical significance of the research consists in the applicability of the findings for managers and sales professionals to develop evidence-based strategic decisions focused on digitalization, improving B2B sales efficiency, and strengthening the competitive positions of enterprises in the mining industry.