Danish retail king Lars Larsen (Jysk) wrote a book about himself and the company, and *gave away* the book, mailed it free to every home in Denmark! What brilliant marketing. It cost a small fortune by Danish standards, of course, but nothing his hugely successful company couldn't easily afford, and what mind-impact this will have, if the book is anything like interesting, for many many years.
Almost anybody who reads, when getting a free book in the mail, will at least try and browse it, see what it's like. And he gets his story from his own viewpoint out to everybody. What a great idea.
The only trick, I'd guess, is to not be so arrogant or obviously self-promoting in the book that you get a backlash in the press. And if the book is actually good and has something to say, it's a home run.