The world of publishing – like so many other industries – has changed a great deal over the years. The changes mean that (among other things) publishers and authors handle promotion and publicity very differently than years ago. If a writer thinks his job is done once he finishes the manuscript, he’s living in the clouds.
In many cases, once the contract has been signed and all the final edits are done, that’s when the real work begins! This is probably especially true for new, unknown authors. Publishers don’t roll out the red carpet, book first-class airline seats on your world book tour, and give you an unlimited publicity budget.
This link from the Washington post details what one new author did the get people to notice her book.
This New Yorker article – funny as hell – gives a tongue in cheek overview of PR and Marketing in a memo form. Well worth the read!
Finally, this article in Walrus gives an overview of dollars and cents in the book world. Very informative.