You don't mention the word count trigger. Many of the publishing houses have guidelines on the length of a book. ie: minimum 70 to 120 thousand words. Is the manuscript double spaced or single spaced? 178 pages of double spaced type would only equal about 44,000 words which qualifies the work as a Novella.
As has been suggested before a good agent is the best way to go, get an agent interested in the book and they'll market it to the right publishers.
DO NOT PAY ANYTHING UP FRONT FOR AN AGENT. Respectable agents that will work for you work for their percentage of the sale, normally ten percent, but in some cases fifteen. They do not charge you for copying, mailing, or reviewing the manuscript. Writer's Digest publishes a yearly listing of all literary agents. I believe its called WD Guide to Literary Agents. Costs about 20 bucks, well worth the price as it lists each agent, what they represent, what they are looking for, contact info, recent sales, and most importantly will they work with new writers. You can get more info at
www.writersdigest.comIf your friend is not already a member of a writers group where he can get an objective opinion of his work, he should really find one to get some feedback on his manuscript before he begins the submission process. One thing to keep in mind here. Agents talk to one another, they network, if your friend jumps the gun and markets a manuscript that's not quite ready, it will work against him in the long run. I've used
www.writing.com in the past. Become a member for free, read and review other work, and other writers will read and review your work. The only drawback is it might take a while to get the feed back you're looking for.
Self publishing is an option to consider. Your friend could use Print on Demand, such as iUniverse, or pay a printer to print and bind 5,000 copies of the book.
www.iuniverse.comiUniverse charges a single fee up front to set the book in the proper format to be printed as the orders come in. They have several different price tiers for the different things they can do. The most expensive would include professional editing and cover design. As a Print on Demand publisher they can print one copy or a hundred copies. But as a self published author your friend will have to be ready to handle all of the marketing for his book.
I used them in 2001 to print my book after I was approached by a junior editor at Random House who had read the first page of my manuscript via the Maui Writer's Conference manuscript exchange and wanted to see the rest. After a year he replied with an offer to publish, with no advance, 8% royalty on the wholesale price of a paperback that would have been on the shelf for no more than three months. Long story short, I thought I could do better and got in a hurry. It's a good book, but it could have been better had I taken the time to get the necessary feedback and did a good rewrite which I would have happened with Random house. I'm sure after I rejected their offer I was PNG in New York publishing.
http://www.amazon.com/Adversary-Some-Things-Better-Undiscovered/dp/0595178960A printer will charge an agreed upon price per book upfront anywhere from 2.50 to 4.75 per book with payment due in advance. For a 5,000 book run this could total 10 to 20 thousand dollars. Your friend will be responsible for cover design and having the manuscript camera ready for the printer.
I would be willing to offer some feedback on the manuscript under the following conditions. Only send the first ten pages, if I want to see the rest I'll ask for it. Be patient, as a working writer I'm rather busy, but I'd be more than happy to look at your friends work and point out areas that could use improvement, and I don't charge anything. Pm me if he's interested and I'll reply with my email address.
Otherwise I wish your friend the best of luck and welcome to the world of the writer. It's a rather interesting place full of its little ups and downs, mostly downs, but the occasional ups will have you smiling for weeks.