if the person is famous enough to have products related to them, they probably have their named trademarked too, with someone actively handling those matters. Jimi Hendrix and John Lennon come to mind.
The tittle made me LOL. Well consider the example of Ebay's ex-CEO. Someone registered domain names with her name all over them and she lost the UDRP filing. But yeah, if they are famous enough you can have them taken away. In contrast, I own a Fat Joe lyrics site with his exact name and many other similar names.
Can I set up something to sell their books? And how do I know if they have a trademark for them after they are dead?