Well I understand the point, coming over from the unix bit where the
deployment would carry shell scripts automating the installers on the
systems say rpm or pkg_add etc. but in windows this automation is
provided to you via the Software installation policy with many extra
easy to use features. The point is you have to build the package
yourself unless your application comes packaged as an MSI.
A batch file is nothing but a shell script which I know you would have
gained expertise in but MSI is a totally different beast to work out
with. you can use Orcas the MSI creator and editor included with
windows SDK to create MSI packages. your shell or batch file is either
not required or can be packaged along with the apps you are trying to
install. but you should really create seperate packages which can make
your management easire than bundling everything in one package and
pushing it through.If Orcas seems too complicated get a visual studio
2008 or 2010 and these can help as well.
Play with it a little and you would certainly get a hang of it.
Hope this helps.