Many writers, whether published or not, seem to believe that their job is simply to write and it's the publisher's job to do "everything else". I disagree. Konrath says it perfectly:
Once you're a writer, you become the CEO of your own business.
This means that I'm also responsible for the areas of my business such as advertising, promotions, marketing, customer satisfaction etc... When my book hits the shelves I will promote it, I will pay for ads if I need to, I will promote it over all other competitors. Because it's not up to the publisher to do everything. If I want my book to do well, then I need to put some elbow grease to work.
The better my book does, the better my company performs, the more my words are worth.