I've just recently run into two publishers, Madallion and Regeant, who not only want an itemized marketing plan, but who also want detailed chapter by chapter outlines of novel manuscripts. I find this particulary distressing and, or mysterious. So did my agent. Madallion found my agent's listing on Publisher's Market Place and wanted to see my book. I told my agent, "well, I guess it's worth a shot--I won't hold you responsible." But man, did we have to jump through some hoops and write another 10,000 words on top of the normal submission process.
Gad. I'd hate to be accepted for publication purely on the aspect of my excellent marketing skills and promotion savvy, rather than my talent as as author. I've had enough T.V. and radio shows in the past to last me a lifetime with legitimate presses that did the ground work for me, and I'm certainly not in the best of health or mind to do these massive publicity campaigns all over again. But I will participate within reason, of course.
What the fud is up with these types of publishers? I've never heard of such things for novels. Although it might be taking hold as a trend nowadasy, I still find it a bit uncomfortable. I see pink flags here, and that is being optimistic.