Updating your book through iTunes Producer?

Hi,
my apologies if this question has already been addressed elsewhere, but I haven't been able to track down an answer.
I am wondering about how updated versions of books are published. I'm used to app development where I am able to issue updated versions of apps and users can see there is a new version by visiting the Updates page within the App Store app.  I've read a lot of books on my iPad in iBooks, but I've never been aware of an update being installed for any of the books I've bought. 
Some of the posts suggest that it is possible to issue an updated version of a book simply by resubmitting through iTunes Producer with an udpated asset.  If this is the case, how are existing owners of the book notified, and how do they get the update?
Thanks.

Are you talking about paid or free?
iTP, paid, says you can update 'publication' details only.
I've seen no evidence that my paid books update like my apps.

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