From Sara Nelson's editorial in the October 23, 2006 Publishers Weekly, in a discussion about what makes one book succeed while another doesn't or not as much, when both are of comparable quality, and have similar publicity.
"...What draws a reader to a work of fiction is intensely personal and not at all prescriptive; what makes that reader pass news of the book to others is as unknowable and indefinable as love.
"Then again, all readers, like all lovers, are not created equal."
Essentially, along with publicity and a good story well told, word of mouth can make or break a book in the marketplace.
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