The first principal of marketing is to do the market research first and find a publisher before who thinks it's viable commercial proposition before you go to the trouble and expence of producing the books.
Not if you are doing it for non-commercial reasons.
why else would a commercial organization want to market books of your pictures ?, to feed your vanity.
Or to support a cause.
Or to get work out there that you want to share, and want people to respond to.
“Photography is a complex and fluid medium, and its many factors are not applied in simple sequence. Rather, the process may be likened to the art of the juggler in keeping many balls in the air at one time!”
Ansel Adams, from the introduction to The Negative - The New Ansel Adams Photography Series / Book 2