Иновативни модели на артпродукти чрез генетичен маркетинг
Innovative models of art products through genetic marketing

Summary/Abstract: Integration of customer genetic data for product development is a new phenomenon in the marketing world, which was particularly stimulated by the increased demand for direct-to-consumers genomic tests during the Covid-19 pandemic and beyond. A new form of marketing has emerged - genetic marketing, or DNA-based marketing, which has opened up new and uncharted territory for the development of hyper-personalized products. This review study examines some innovative models of product development in the creative industries, aiming to summarize the main aspects of genetic marketing and its potential for this sector. Through an analysis of the current context, the present study seeks to highlight the importance of innovation in product development in the field of creative industries, focusing on genetic marketing as an innovative tool for creating hyperpersonalized art products.

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