You might want to look at her room environment, some babies need a dark room or anything will catch their attention and they will focus on it.
Shielding her eyes with your hand also helps with this.
I would pat and shush her on your shoulder first, to get her drowsy, and then lie her down, keeping with patting and shushing. In Tracy's sleep interview, she talks about this. The sleep interview is attached to this board, as an announcement.
Definately keep her awake times short, especially for a newborn. If her feed time is close to her sleep time, that's okay, just make sure that she isn't lying completley flat on her back-- Tracy has always recommended raising the crib mattress slightly at the end where her head would lie. This aids digestion.
Another thing you can do, is to stay with her for the first 20 mins. to make sure she enters deep sleep. Keep your hand on her limbs and shield her eyes as well. There's a post in the infant sleep thread regarding this.
Hang in there.. it does take time and patience.