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In this paper we investigate efficient schemes for scheduling demand response (DR) in a deregulated environment. We begin with an analysis of partial schemes which are being implemented in many established markets. These schemes can be considered inefficient due to externalities that occur amongst DR beneficiaries including the transmission network company (Transco), distribution network companies (Discos), and retail electricity companies (Recos). This limitation of existing schemes motivates the development of a new concept-demand response exchange (DRX)-a separated market for trading DR fairly and flexibly across all beneficiaries. The DRX concept is realized by introducing a pool-based market clearing scheme. Extensive simulations are provided to illustrate the effectiveness of our DRX proposal.