This is my dream too. I swear I'll do it someday.
If you don't already own it, I'd recommend a book called The Writers' and Artists' Yearbook. There's all kinds of stuff in there, but (and I'm going back years now) the most memorable part for me was the section on different publishers.
My strategy would be to go to publishers before you consider self-publishing. Amazon has made the publishing world more accessible, but unfortunately it has also paved the way for all kinds of sh1t wannabes to have a bash and churn out utter drivel and in my opinion it's tainted the reputation of the self-publishing industry. Although that is just my humble opinion, of course.
The worst thing you can do when you're targeting publishers is to send them something completely unrelated to anything they cover - so do your research using The Writers' and Artists' Yearbook and draw up a list of target companies that specialise in your genre.
Don't forget that JK Rowling and goodness knows how many other best-selling authors have been turned down before getting the publishing deals they got, so rejection isn't necessarily a bad thing. I just think that a little research and at least trying the publishing route will do wonders for the marketing of your book when it's eventually published. It'll probably take more effort, determination, upset, etc but I reckon you'll reap the rewards. Would you rather see your book on a Point of Sale stand in Waterstones or on an Amazon page? Of course, it'll be on Amazon too - best of both worlds? Maximum exposure? Think big I say...
BEST OF LUCK xxx