Well, you could, at least for the print part, if that was what you were comfortable working in. LaTex is sort of notorious for being designer-unfriendly (something like ConText might be better if you want more design flexibility). But if you don't actually know anything about book design or typesetting (like most self-published authors) then at least it might keep you from making a true horrorshow by using a common stylesheet.

If you want to do epub/kindle publishing, then you need to be able to output that into the necessary html files those formats are constructed out of. This is a little chore, but a manageable one.