How to Market Your Book

I am thinking about ways to get started with my book writing career. I have a book, the people who have read it seem to like it. It is a fantasy novel, based loosely on the works of Philip Jose Farmer. In fact he could probably sue me if he wanted to, as I borrow from his ideas liberally. I want to get some buzz for it and so I am going to create my own e commerce site, reading this site, and trying to figure out how hard it is to do that. Of course I can sell the book on Amazon and other sites pretty easily.