RTF or HTML are the usual Store formats for ebooks cause they can be opened on any system.
that book doesnt look too hard to convert, its not an Image PDF, the text is embedded but you will have to remove the headers and the footers.
It would proably take a half hour to an hour to make that into a clean RTF or HTM file after you remove the headers and the footers and the page numbers, and stitch together the lines from pages. ive done it before.
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