Your book has been accepted by a publisher. Now what? Sit back and wait?
Actually the best publishers don’t want you to sit back and wait. Good publishers start early with manuscripts, sending them to reviewers, library associations, book sellers and others. They try to get as much buzz started as they can. Good buzz may be author interviews with bloggers or magazines, a push for a literary or commercial prize, or an endorsement from a group that will benefit from your book. For instance, if your book is a memoir about breast cancer, they will want to get endorsements from the Komen Race for The Cure Association.
Next. a good publisher will advertise the novel in magazines and on the internet. They will not limit their advertising to their own websites or publications.
Next, they will plan a book launch to promote you in New York, LA or other large city. Finally, they will arrange a book tour and media appearances.
Certainly some books are easier to promote than others, but a good publisher will look for every angle to help your book become a best seller. After the initial push, however, the promotion may be up to you.