No one will care about your book as much as you will. Your publisher will undoubtedly market your book: display at relevant conferences, add to its catalog, send out for reviews, list it on their website, etc. You, however, can do additional work to help your book sell. This guides contains some ideas. One major point-don't do anything you aren't comfortable doing. Any activity or promotion that really isn't "you" will come across as false and forced. Look through these ideas to see what might be useful-most of these seem designed for fiction authors, but can be adapted for academic material. You also may have some of your own ideas. Have fun with it! And congratulations on getting that book published!