If you think this is an attempt at marketing, you should recognize they're doing a terrible job at it. Read page 3 of the PDF above, the section titled "Executive Summary". That is not even close to an executive summary, and wouldn't explain jack to any of the executives I work with.
An executive summary for this paper should read like this:
"We have documented a sophisticated espionage ring that is targeting the laptop computers of upper level executives who travel to Southeast Asia. The attackers are using WiFi attacks, compromising hotel networks, compromising hotel business center computers, and tricking the executives into installing malware. Hotel staff are often complicit in either providing access to the attackers, notifying the attackers when the rooms are unoccupied, or by providing a distraction to the executive. They are stealing intellectual property, contacts, notes, schedules, and passwords. They are implanting keyloggers. They are tracking the executive's movements around the globe. They are installing custom malware to gain further access once the compromised computer is brought inside the corporate firewall. They are using sophisticated cryptography to hide their malware and their exfiltration activities. And they are carefully maintaining the compromised computers to ensure continued access for sustained, multi-year attacks."
That's an executive summary.