John (I think) Kremer is of course, the book marketing guru. He has a fairly new book marketing site. It is designed for just such questions as yours. He has a fabulous book, 1001 Ways to Market Your Book. The Frugal Book Promoter is also a good one.

I am not as far along as you are in this book publishing business, but I have done a lot of research. And I know what I like too. Some sites are so darned busy-looking that they are not engaging at all. My own personal preference would be to use a few carefully chosen PR pieces and highlight those. As far as which holds the most weight, I wouldn't discount the seemingly smaller opportunities like independent bookstores. Again, I'd go for a sampling.

Sounds like you are well on your way. Perhaps when I get a publisher, you can give me some advice.

Karen