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This paper addresses the self-scheduling problem faced by a price-maker to achieve maximum profit in a pool-based electricity market. An exact and computationally efficient mixed-integer linear programming (MILP) formulation of this problem is presented. This formulation models precisely the price-maker capability of altering market-clearing prices to its own benefits, through price quota curves. No assumptions are made on the characteristics of the pool and its agents. A realistic case study is presented and the results obtained are analyzed in detail.