I had this problem also, but could install some updates.  Google Play Books would not update no matter how many times I cleared cache and data in Play store, play Services, etc., deleted and re-added my account, cleared cache and dalvik in recovery.  So frustrating.  I finally restored an older version of Play (v4.1.6) from Titanium backup.  I haven't had any update issues since, but Play Store hasn't updated to 4.3.10.