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104 The PCB Magazine • June 2016 was on time, but unacceptable. While excep- tional service was measured in speed, product quality was sacrificed. Customer retention, trust and preference were largely diminished. Exceptional service should never sacrifice the quality of the product. Customers should never have to ask for exceptional service from their supplier as the extra toppings should be part of that supplier's culture and the way in which they conduct business. References 1. Launch Communications Blog. Barry Cohen is president and managing director of Launch Communications. He can be reached by clicking here. EXCEPTIONAL SERVICE—EXTRA TOPPINGS WITHOUT SACRIFICE by Karl Dietz It is great to see the ven- erable tradition of Clyde Coombs' Printed Circuits Handbook continued in its recently published 7 th Edition, assisted by the highly quali- fied effort of Co-Editor-in- Chief, Happy Holden. The Printed Circuits Hand- book has been a classic refer- ence to the industry for many years, and the new edition will assure its place for years to come. The 7 th Edition features 71 chapters, four more than the last edition, structured in 12 parts, and authored by 38 contributors—a list of accomplished authors that could double as a who's who in the world of circuit boards. It had also been my privilege and pleasure to write book reviews on the 5 th and 6 th editions of the Handbook. The ~1600 page 7 th edition makes a worthy addition to the collection. There is always the challenge of adding pertinent, new informa- tion while curtailing older, less relevant informa- tion. New is the "Supply Chain" section, acknowl- edging the commercial reality of an industry that has largely lost vertical integration. While the ma- terial and equipment supply base for PCB fabrication has largely gravitated to Asia, design is widely scattered throughout countries where OEMs, fabricators and end- users reside, often leaving un- met needs in design for man- ufacturability and reliability. The "Imaging" chapter of the 7 th edition has been com- petently updated by Gareth Parry, and is about the same size as the one of the 6 th edi- tion. Enlarged is the "Design" section, while the "Fabrica- tion" and "Assembly/Test" sections are basically updated, with some added material to the Quality section. Reza Gaffarian did an admirable job in a major rewrite of the "Reli- ability" section, expanding the bare PCB chapters with new information and explanations. All in all, the 7 th Edition feels more like a new book rather than an update of an old version. In summary, the latest edition of the Printed Circuits Handbook is a great reference book for the PCB engineer and anyone who wants to gain in-depth knowledge of PCB technology. To read this book review in its entirety, click here. BOOK REVIEW: Printed Circuits Handbook, 7th Edition, 2016 (McGraw-Hill)

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