Marketing is often about choices and about timing and about the impact those choices and that timing makes. It's not simply about a marketing spend. You can have the biggest marketing campaign you like but timed badly it will have little to no effect, for example. Was Don't Be Messin' Round the right song to send to radio? Was the biggest marketing tool, the Spike Lee documentary, handled right? Could it have been timed to air on television around the release of Bad 25 rather than months after the album had disappeared from the world's charts?
A reissue album may not do the numbers of a new album but Bad 25 could have done better and it's failure to do that, in my opinion, was primarily down to it's marketing.
And that's me not even addressing what you consider the most extensive marketing campaign for a reissue that you've ever seen. I can only assume you're not in the UK.