My startup runs eBookBurn (https://ebookburn.com/), which lets you create valid epub and mobi files w/o having to learn the underlying spec or do any coding.
I had to scrounge around all over the net finding stuff. The EPUB format alone eventually required downloading the spec. I didn't expect to be reading specs as part of the technical bits of writing a book.
Then there was the question of who to send the book to -- once it's done, where does it go? And, if you ask me, it's very easy to get screwed as an author.
There are about a dozen different decision points you have to go through -- format, topic, compatibility with other formats, distribution, marketing, sales, etc. Each of these is non-trivial.
For instance, you could just offer folks your book from your web site. Click the button and get a download. But do most people know how to take a download and put it on their e-reader? Are you sure you want no DRM at all? Which vendor do you want handling the mechanics of the sale, if any? If you offer a download from your site, does it preclude also offering the book on Amazon or iTunes?
It's issues like that every step of the way. As another example, I found EPUB looked one way on one device, but converting it to MOBI for a Kindle caused subtle changes. It's almost like browser compatibility BS all over again.
Wasn't trying to duck your question, but I basically found nothing that wrapped it all up in one easy-to-understand package. Perhaps if I make a few bucks with the first book I'll go back and write an ebook, "Ebooks for hackers" which assumes you know stuff like CSS, XML, and XHTML and instead concentrates on the other parts.
I don't know that it could really be called a reference, but Joe Konrath has a blog that gives a decent overview, A Newbie's Guide to Publishinghttp://jakonrath.blogspot.com/, unfortunately the information is pretty scattered through the posts. He also wrote an Kindle book, The Newbie's Guide to Publishing (Everything A Writer Needs To Know), http://www.amazon.com/Newbies-Publishing-Everything-Writer-e....
My startup Leanpub (http://leanpub.com) lets you create and sell EPUB (as well as PDF and MOBI) ebooks. You write in HTML or Markdown, save files in Dropbox and publish with 1 click. Assuming you're writing a technical book, if you use Markdown you can even keep code samples in their own files and include them like you'd insert an image. Ping me at peter@leanpub.com if you have any questions...
