[WIP] Modernize setup.py

distribute and distutils are dead, the recommended way to setup python packages is setuptools + pip. 

The source of inspiration is [Django setup.py](https://github.com/django/django/blob/master/setup.py) as usual, and according to django/django#2116 setuptools takes cares of adding a .exe on windows systems, so this is also a fix for #831.

TODO:

[ ] update windows installation instruction taking [Django instructions](https://docs.djangoproject.com/en/dev/howto/windows/) as reference