Rename package to cern-pymad (from PyMAD) in setup.py

This makes uploading to PyPI possible since there exists already another
package called 'pymad'. PyPI can be used for binary distributions on
win32 which greatly simplifies PyMAD for windows users.
Cleanup setup.py

Remove some obsolete code and redundancies.
Externalize dependencies on cython and numpy to requirements.txt

This makes more sense, since cython and numpy are used during the
installation process (in setup.py).

Requirements can be installed via

    pip install -r requirements.txt

prior to executing ``python setup.py install``.
Convert README to reStructuredText

This allows to show a nicely formatted README on github/PyPI and text
editors with syntax highlighting.
Move setup.py to top level folder

Simplify uploading on PyPI and make it easier to include docs/tests into
source distribution.
Convert README.rst to unix line endings
Merge branch 'master' into cleaner-setup