Sandra is a Senior Lecturer at Monash University, with some 18 years experience as an academic and a further 10 years marketing experience in private industry with BP Australia. In addition to being Co-Director of the China Study Program, she is responsible for Industry Based Learning.
Monash Staff Publications Reid M., Luxton S., and Mavondo F. (2005) The Relationship Between IMC, Market Orientation, And Brand Orientation. Journal of Advertising. 34, 4 (Winter).
Beverland M., and Luxton S. (2005) Managing Integrated Marketing Communications Through Strategic Decoupling: An Exploration of How Luxury Wine Firms Retain Brand Leadership While Appearing Wedded to the Past. Journal of Advertising. 34, 4 (Winter).
Luxton, S. (2004) Case study: "E-moderation at Monash University - Department of Marketing" - in book "E-Moderation" 2nd edition Dr G. Salmon.
Luxton, S., and Reid, M. (2003) The Applicability of Action Research to IMC Australian and New Zealand Marketing Educators Conference.
Luxton, S. (2002) Communicating Value - Integrated Marketing Communication in Introductory Marketing a value exchange framework ed. M. Gabbott, Pearson Education, Frenchs Forest Australia
Luxton, S. (2002) Sales Promotion in the Australian Food Industry: A Review of Industry Practice and its Implications Journal of Food Product Marketing Vol. 7, No. 4.
Luxton, S. (2002) Sales Promotion What Impact on Consumer Franchise Building? An Australian Study with Transnational Review Academy of Marketing Science Multicultural Conference Proceedings, Valencia, Spain, June.
Luxton, S., Hodge, C., and Reid, M. (2002) Examining the Relevance of IMC in the Australian SME Context Australian and New Zealand Marketing Educators Conference.
Farrelly, F., Luxton, S., and Brace Govan J., (2001) Academic and Practitioner Developed Integrated Marketing Communications Curriculum for a Master of Marketing by Multimedia Delivery a Delphi Study Marketing Bulletin Vol 12.
Farrelly, F., Joy, S., Luxton, S., and Clulow, V. (2001) "eMaster of Marketing: phase 2 in transnational marketing education", Higher Education in Europe, Vol.XXVI, No.1.
Luxton, S., (2001) "Issues in teaching diverse groups: Experiences from an Australian department of marketing", Academy of Marketing Science - World Marketing Congress Proceedings, Cardiff, Wales, June.
Farrelly, F., and Luxton S., (2001) "Marketing Course Development Utilising the Resource Based View of Value Advantage". Academy of Marketing Science - World Marketing Congress Proceedings, Cardiff, Wales, June.
Farrelly, F., Joy, S., Luxton S., Clulow V., and Brace Govan J. (2001) "Delphi Re-Visited: A Concise Method for Industry Consultation on Curriculum". Australian and New Zealand Journal of Vocational Education Research.
Luxton, S., and Drummond, L., (2000) "What is this thing called Ambient Advertising" Australian and New Zealand Marketing Educators Conference proceedings, Gold Coast, Aust. Dec.
Luxton, S., Farrelly F., and Salmon G., (2000) "The Development and Delivery of an eMaster of Marketingtm - A Resource Based Approach.", Distance Education - An Open Question - Conference Proceedings, University of South Australia, September.
Luxton, S., (2000), "Delivering around the world: global e-moderation" Edutech Professional Development Program - Melbourne Exhibition Centre, August.
Luxton, S., Farrelly, F., Joy, S., and Clulow, V., (2000) "Collaboration in transnational marketing education", - American Marketing Association - Summer Marketing Educators Conference Proceedings, Buenos Aires, South America, June.
Luxton, S. (2000), "Reflections on Global E-moderation", ONLINE-ED, May.
Luxton, S., (2000), Case study: "E-moderation at Monash University - Department of Marketing" - in book "E-Moderation" Dr G. Salmon.
Farrelly, F., Joy, S. and Luxton S. (1999). "Marketing Theory and Practice On-line: A Development Toward International Collaboration", Higher Education in Europe, Vol.XXIV, No.2.
Luxton, S., and Romaniuk, J., (1999) "A comparison of retail trade and company sales staff perceptions of a trade based sales promotion". Australian and New Zealand Marketing Educators Conference proceedings, Sydney, Australia, December.
Luxton, S., Brace-Govan, J., Joy, S., Farrelly, F., and Davey I., (1999) "Online Marketing Education at Monash University: From Case Study to Protocol" Australian and New Zealand Marketing Educators Conference proceedings, Sydney, Australia. December.
Farrelly, F., Joy, S., Luxton, S., and Clulow, V. (1999) "eMaster of Marketing: phase 2 in transnational marketing education", Global Alliance for Transnational Education Conference proceedings, Melbourne, September. (abstract)
Joy, S., Farrelly, F., Luxton S., and Brace-Govan, J., (1999) "Building Online Resources for Post Graduate Online Course Delivery: Reflections, Frustrations and Lessons Learnt", Monash University - Internationalism, Flexible Learning & Technology Conference proceedings, September.
Luxton S., and Brito P., (1998) "The Role of Sales Promotion: A Multi-Cultural Comparison between Australia and Portugal", American Academy of Marketing Science - Multicultural Conference proceedings, Montreal, Canada, September.
Farrelly, F., Joy, S., and Luxton, S. (1998) "Marketing Theory and Practice On-line: A Development Toward International Collaboration", Global Alliance for Transnational Education Conference Proceedings, Paris, September.
Luxton, S., Corkindale D., and Sharp, A. (1998) "Sales Promotion in Australia: A Review of Current Industry Practice". Australia and New Zealand Marketing Academy Conference proceedings, Dunedin, New Zealand, November.
Luxton, S. (1998) "The Sales Promotion Industry - A Management Perspective" - Thesis - Master of Business (Research), July.
Riquier C., Luxton, S., and Sharp, B., (1997) "Probabilistic Segmentation Modelling", Journal of the Market Research Society - United Kingdom. Vol 39 No 4 October, page 571-587
Luxton S., and Corkindale D., "What do we know about the effectiveness of sales promotions?" (1997), Australian and New Zealand Marketing Educators Conference proceedings, Melbourne, Australia. December 1-3.
Reed P., and Luxton S., Co-editors - Conference proceedings - Australia New Zealand Marketing Educators Conference, Melbourne, Australia. December 1-3 (1997).
Riquier C., and Luxton, S., (1996) "Probabalistic Segmentation Using Chaid Analysis and the Verbal Probability Scale", New Zealand Journal of Business, Vol. 18 No 2 November, 27 - 41.
Sharp, B., Corkindale, D., Luxton S., and Kennedy, R. (1996) "Towards an Integrated Theoretical Framework to Explain How Advertising Works", Australian Marketing Educators Conference proceedings - Adelaide, South Australia.
Luxton, S. (1995) "Do Price promotions have a Lasting Effect?" Promoting for Profit, Vol. 2.9, p7-8.
Luxton, S. (1995) "When is Enough Too Much?" Promoting for Profit, Vol. March/April, p5-6.
Luxton, S. (1995) "When the Party's Over" Promoting for Profit, Vol. 3 Jun/Jul, p.10-11.
Luxton S., Kennedy, R. and Sharp B., (1994) "Price Promotions are Destroying Valuable Brand Equity - Or are they?" Australian Marketing Educators Conference proceedings - Adelaide, South Australia.
