For those who self-publish, they still do their own marketing. E-published people invest the least cost (i.e., no printing), and perhaps equal time on marketing/promotion. Paper-published people invest more up front because of printing, but perhaps reach a wider audience if they can get their books into B&M stores and because like it or not, many people still prefer paper.
This is admittedly unscientific; my sample size is about 20, though some of them blog about their experiences, and refer to their own circles of authors and their experiences, as well.
As for your proposed book topic, sounds like a wonderful idea to me.