[yason]

Self-promotion, as I would describe it in this context, is simply selling yourself at all. This is highly frowned upon in cultures in the opposite end of the continuum as it comes out phony: "if he's so good then why does he have to underline it himself?" If you really are good, then it's something that's known and you'll hear others (your coworkers, peers, ...) saying the good things about yourself.