I stand corrected. She answered me quickly and honestly. Here is what she said:
1. "Carmel" is considered as one of the better publishers in terms of book-list, "packaging": layout, graphics etc.
2. On the other hand - their marketing is lousy, they don't get prime positions in the stores, don't do any publicity and don't try to reach specific/interested publics according to content (which is important when it's not "belle letteres").
3. I submitted directly to them (That's the usual procedure in Israel - we don't use agents).
4. They don't have guidelines. In my time - the decision was made by the owner (Israel Carmel) alone. I don't know if that's still the case.
5. The contract differs from case to case, but I think that in general they don't take on all the publishing expenses and demand that the author share the expenses with them.