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Currently the only option is to invoke Build Installers action from IDE. The tricky workaround to subsequent command-line builds is to do that by running "ant -f build/installer/build.xml" after running Build Installers once.
The need for building installers using ant scripts still exist. See this forum discussion: http://forums.netbeans.org/viewtopic.php?t=42595
Still need to to possibility to run installer from maven.