If I knew the answer to that, I’d save myself a lot of angst. Picking a title is easy. Picking the right one, not necessarily so.
Who picks the title? Sometimes it’s me. From my initial conception, Flirting with Pete was Flirting with Pete. Same with Lake News, Heart of the Night, Not My Daughter, and The Vineyard. My publisher picked other titles, like Coast Road and Family Tree. My agent came up with others, like An Accidental Woman and A Woman’s Place. Any title has to be vetted; while titles cannot be copyrighted, if a title has been recently used on another book, I avoid it. That said, way back when I was writing category romance, my editor called with a title suggestion that I vetoed, to which, undeterred, she said, “Oh, okay, no problem, we’ll use it for another writer.”