Electronic version of the book. The sale and purchase of

Selling electronic option and appeal to the publisher are not always in the sense opposite actions. There are organizations that are engaged in the sales of e-books and call themselves publishers.
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To organize the sale of e-books, I think, and without a publisher.
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Here is a informative article from Oleg Divov about the publisher: divov.livejournal.com/277148.html

Strange that you didn't searched about it on habré, we have shared experiences of books. Here's a great article: habrahabr.ru/blogs/arbeit/107323/
From myself I can add that the publication of the printed version of the book — it is very difficult. Perhaps we should contact the special services like Scribd, they allow you to spread and monetize your content.

About the electronic version. Yesterday I discovered that the Ozone started to trade the electronic version of the book, can along with them to check the conditions.