This study aims to elucidate the impact of marketing investment dimensions (MTS, MTOE, ROMI) on profitability indicators (ROA, ROE, GPM, OPM) and sustainable growth indicators (SGR, ARG) for service companies. The study population consisted of 135 service companies listed on the Amman Stock Exchange. A purposive sample of 55 companies was selected from this population. Financial reports and statements from 2018–2022 for these companies were analyzed to achieve the study objectives, employing appropriate statistical methods like multiple regression to test hypotheses. Previous literature shows conflicting results regarding the relationship between marketing investment dimensions and profitability/sustainable growth. Some studies found positive impacts, while others did not. This study contributes to this debate by providing statistical evidence. The results show that higher MTS, MTOE, and ROMI have a positive impact on SGR, OPM and ROA but a negative impact on GPM, ARG, and ROE. This underscores that marketing investments should be viewed in conjunction with overall operating expenses. Companies that control other expenses and increase the marketing investment proportion of total operating expenses may achieve better financial performance. Marketing investment metrics can serve as useful diagnostics and measures of effectiveness for improving marketing profitability, financial performance, and growth. In summary, this study statistically demonstrates the nuanced impacts of marketing investments on service company profitability and sustainable growth indicators. The results emphasize analyzing marketing spends in context of broader expenses and overall company financial health.

Akgun, A., Samiloglu, F., Oztop, A. (2018). The impact of profitability on market value added: Evidence from Turkish informatics and technology firms. International Journal of Economics and Financial Issues, 8(4), 105–112.

Al Omari, R., Soda, M. Z., Razzak, A., Al Rawashdeh, F. (2017). The impact of Profitability Ratio on Gross Working Capital of Jordanian Industrial Sector.‏ International Journal of Applied Business and Economic Research, 15(19).

Alareeni, B., Hamdan, A. (2023). Sustainable Finance, Digitalization and the Role of Technology. In: Lecture Notes in Networks and Systems. Springer International Publishing. https://doi.org/10.1007/978-3-031-08084-5

Alghusin, N., Abdalmajeed Alsmadi, A., Alkhatib, E., et al. (2020). The impact of financial policy on economic growth in Jordan (2000-2017). Ekonomski Pregled, 71(2), 97–108. https://doi.org/10.32910/ep.71.2.1

Alipour, M., Pejman, M. E. (2015). The impact of performance measures, leverage and efficiency on market value added: Evidence from Iran. Global Economics and Management Review, 20(1), 6–14. https://doi.org/10.1016/j.gemrev.2015.04.001

Al-Nimer, M., Qasem, M. F., AlAdham, M., et al. (2015). The Impact of Marketing Strategy on Profitability in Medical Jordanian Corporations. International Business Research, 8(11), 61. https://doi.org/10.5539/ibr.v8n11p61

Alqudah, O. M. A., Jarah, B. A. F., Alshehadeh, A. R., et al. (2023). Data processing related to the impact of performance expectation, effort expectation, and perceived usefulness on the use of electronic banking services for customers of Jordanian banks. International Journal of Data and Network Science, 7(2), 657–666. https://doi.org/10.5267/j.ijdns.2023.3.006

Alshehadeh, A. R. (2021). The Relationship Between Liquidity Risk and Profitability in the Commercial Banks Listed in Amman Stock Exchange‏. In: International Conference on Information Technology (ICIT) Proceedings. pp. 257–261. https://doi.org/10.1109/ICIT52682.2021.9491702

Alshehadeh, A. R., Al-Khawaja, H. (2022). Financial Technology as a Basis for Financial Inclusion and its Impact on Profitability: Evidence from Commercial Banks. International Journal of Advances in Soft Computing and Its Applications, 14(2), 126–138. https://doi.org/10.15849/ijasca.220720.09

Alshehadeh, A. R., Elrefae, G. A., Belarbi, A. K., et al. (2023). The impact of business intelligence tools on sustaining financial report quality in Jordanian commercial banks. Uncertain Supply Chain Management, 11(4), 1667–1676. https://doi.org/10.5267/j.uscm.2023.7.002

Amouzesh, N., Moeinfar, Z., Mousavi, Z. (2011). Sustainable Growth Rate and Firm Performance: Evi-dence from Iran Stock Exchange, International Journal of Business and Social Science, 2(23), 249- 255.

Ashill, N. (2007). Return on marketing investment: the new marketing paradigm. Journal of Strategic Marketing, 15(5), 375–376. https://doi.org/10.1080/09652540701726744

Bradbury, M., Kissel, N. (2006). Investment in marketing: the allocation conundrum. Journal of Business Strategy, 27(5), 17–22. https://doi.org/10.1108/02756660610692662

Carp, M., Păvăloaia, L., Toma, C., et al. (2020). Companies’ Sustainable Growth, Accounting Quality, and Investments Performances. The Case of the Romanian Capital Market. Sustainability, 12(22), 9748. https://doi.org/10.3390/su12229748

Central Bank of Jordan. (2024). Statistical Database. Available online: https://statisticaldb.cbj.gov.jo (accessed on 15 January 2024).

Doğan, M., Mecek, G. (2015). A Research on The Effects of Marketing Spending on Firm Value. Journal of Business Research - Turk, 7(2), 180–180. https://doi.org/10.20491/isader.2015215738

Garbiah, M. T. A., Levent, C. E. (2021). Does Investing in Marketing Efforts Affect Firm Value and Profitability? An Application with Panel Data Analysis. OPUS Uluslararası Toplum Araştırmaları Dergisi. https://doi.org/10.26466/opus.894186

Ghardallou, W. (2022). Corporate Sustainability and Firm Performance: The Moderating Role of CEO Education and Tenure. Sustainability, 14(6), 3513. https://doi.org/10.3390/su14063513

Gitman, L. J., Zutter, C. J. (2015). Principles of Managerial Finance, 14th ed. Boston: Person Education.

Higgins, R. C. (1977). How Much Growth Can a Firm Afford? Financial Management, 6(3), 7. https://doi.org/10.2307/3665251

Hughes, M., Hughes, P., Yan, J., Sousa, C. M. P. (2018). Marketing as an Investment in Shareholder Value. British Journal of Management, 30(4), 943–965. http://dx.doi.org/10.1111/1467-8551.12284

Kadar, K., Rikumahu, B. (2018). Relationship analysis between EVA, EPS, ROA, ROE on MVA for measuring financial performance (Case study on telecommunication companies listed in IDX 2011–2016). In: Proceedings of the 3rd International Conference on Transformation in Communications. pp. 276–279.

Kalinin, O., Gonchar, V., Simanavičienė, Ž. (2019). Risk management of the investment marketing on diversified enterprises. Economics. Ecology. Socium, 3(4), 35–44. https://doi.org/10.31520/2616-7107/2019.3.4-5

Konak, F. (2015). The Effects of Marketing Expenses on Firm Performance: Empirical Evidence from the BIST Textile, Leather Index. Journal of Economics, Business and Management, 3(11). https://doi.org/10.7763/joebm.2015.v3.335.

Lamerikx, R. (2012). Earnings Management within Family Firms Differences between family firms and non-family firms [Master’s thesis]. Til-burg University.

Manaf, N. B. A., Saad, N. B. M., Mohamad, N. E. A. B., et al. (2018). Determinants of sustainable growth rate (SGR) By using Zakon’s Model to encounter with shariah compliance requirements for shariah securities compliance firms in Malaysia. Int. J. Ind. Manag, 4, 61–69.

Meffert, H., Perrey, J. (2008). Marketing Return on Investment (MROI). Marketing Review St. Gallen, 25(1), 52–56. https://doi.org/10.1007/s11621-008-0011-4

Mitchell, T., Olsen, H. (2013). The Elasticity Of Marketing Return On Investment. Journal of Business and Economics Research (JBER), 11(10), 435. https://doi.org/10.19030/jber.v11i10.8116

Mousa, M., Nosratabadi, S., Sagi, J., et al. (2021). The Effect of Marketing Investment on Firm Value and Systematic Risk. Journal of Open Innovation: Technology, Market, and Complexity, 7(1), 64. https://doi.org/10.3390/joitmc7010064

Mukherjee, T. (2018). Sustainable Growth Rate and Its Determinants: A Study on Some Selected Companies in India. Account and Financial Management Journal. https://doi.org/10.18535/afmj/v3i1.10

Oudat, M. S., Alsmadi, A. A., Alrawashdeh, N. M. (2019). Foreign direct investment and economic growth in Jordan: an empirical investigation using the cointegration bounds test (Spanish). Revista Finanzas y Política Económica, 11(1), 55–63. https://doi.org/10.14718/revfinanzpolitecon.2019.11.1.4

Qirem, I. A. E., Alshehadeh, A. R., Al-Khawaja, H. A., et al. (2023). The Impact of Sustainability Accounting on Financial Reporting Quality: Evidence from the Pharmaceutical and Chemical Sectors on the ASE. Journal of Logistics, Informatics and Service Science, 10(4). https://doi.org/10.33168/jliss.2023.0405

Rahaman, M., Rabbi, I., Alam, M. (2018). The impact of Working Capital Management on Profitability of Elite Pharmaceuticals Sector in Bangladesh. Journal for Studies in Management and Planning, 4(7), 2395-0463.

Ross, S. A., Westerfield, R. W., Jaffe, J. F., Jordan, B. D. (2016). Modern Financial Management. Corpo-rate Finance, 11th ed. McGraw-Hill/Irwin.

St-Hilaire, W. A., Boisselier, P. (2018). Evaluating profitability strategies and the determinants of the risk performance of sectoral and banking institutions. Journal of Economic and Administrative Sciences, 34(3), 174–186. https://doi.org/10.1108/jeas-08-2017-0078

Waller, N. S. (2011). Return On Marketing Investment Driven Sponsorship: Optimizing This Marketing Investment In Latin America. Journal of Business Case Studies (JBCS), 3(2), 41. https://doi.org/10.19030/jbcs.v3i2.4841

Xu, J., Wang, B. (2018). Intellectual Capital, Financial Performance and Companies’ Sustainable Growth: Evidence from the Korean Manufacturing Industry. Sustainability, 10(12), 4651. https://doi.org/10.3390/su10124651

Yaseen, S. G. (2022). Digital Economy, Business Analytics, and Big Data Analytics Applications. In:Studies in Computational Intelligence. Springer International Publishing. https://doi.org/10.1007/978-3-031-05258-3

Yaseen, S. G. (2023). Cutting-Edge Business Technologies in the Big Data Era. In: Studies in Big Data. Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-42463-2