I don't know about that, drafting a bunch of offensive linemen doesn't strike me as marketing, linemen are a pretty obscure bunch for the most part. Romo was definitely a popular figure in Dallas, but Jerry let him go. Same with Ware. Marketing would demand that he keep both, but he didn't.
The problem is that Jerry desperately wants to win another SB, without Jimmy or Jimmy's players. Just watch after SB XXX, with Jerry trying to grab the trophy away from Switzer. But that desperation leads him to short term decisions, like letting Romo go when Dak had a great first year. He didn't consider that maybe Dak would fall off, performance-wise, after that year. Now he gets Cooper, who if he does good this year will demand a high price next year, and cause cap problems, but Jerry's not thinking about next year.
Every team makes decisions based at least partially on marketing, they don't want to lose money on the team, regardless if they're making money in other ways. But they stick to marketing decisions and let football people make football decisions, Jerry tries to do both...