There are a few books you should have in your marketing library to refer to again and again, and this is one of them.
Guerrilla Marketing for Writers by Jay Conrad Levinson, Rick Frishman and Michael Larsen is a great resource for writers.
It really drives home the message that many authors are missing today--market like an animal and plan on doing most of it yourself. Whether you self-publish or are accepted by a traditional publisher, no one else will market your book for you. This book will help to motivate you into being guerrilla intensive.
In it are useful lists of what you need to know, but what I like is there are also real-life stories that illustrate what the authors are trying to say.
Another aspect I like is that the book focuses on marketing tactics that are not only effective, but FREE. And that is something I think most authors will appreciate.
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