SPARK-3069 [DOCS] Build instructions in README are outdated

Here's my crack at Bertrand's suggestion. The Github `README.md` contains build info that's outdated. It should just point to the current online docs, and reflect that Maven is the primary build now.

(Incidentally, the stanza at the end about contributions of original work should go in https://cwiki.apache.org/confluence/display/SPARK/Contributing+to+Spark too. It won't hurt to be crystal clear about the agreement to license, given that ICLAs are not required of anyone here.)
I'd describe that the sbt build is configured to use the existing maven profiles and given an example:

```
sbt -Pyarn -Phadoop-2.3 compile
```

... or something