Continuous submodular functions are a category of generally non-convex/non-concave functions with a wide spectrum of applications. The celebrated property of this class of functions -continuous submodularity -enables both exact minimization and approximate maximization in polynomial time. Continuous submodularity is obtained by generalizing the notion of submodularity from discrete domains to continuous domains. It intuitively captures a repulsive effect amongst different dimensions of the defined multivariate function.In this paper, we systematically study continuous submodularity and a class of nonconvex optimization problems: continuous submodular function maximization. We start by a thorough characterization of the class of continuous submodular functions, and show that continuous submodularity is equivalent to a weak version of the diminishing returns (DR) property. Thus we also derive a subclass of continuous submodular functions, termed continuous DR-submodular functions, which enjoys the full DR property. Then we present operations that preserve continuous (DR-)submodularity, thus yielding general rules for composing new submodular functions. We establish intriguing properties for the problem of constrained DR-submodular maximization, such as the local-global relation, which captures the relationship of locally (approximate) stationary points and global optima. We identify several applications of continuous submodular optimization, ranging from influence maximization with general marketing strategies, MAP inference for DPPs to mean field inference for probabilistic log-submodular models. For these applications, continuous submodularity formalizes valuable domain knowledge relevant for optimizing this class of objectives. We present inapproximability results and provable algorithms for two problem settings: constrained monotone DR-submodular maximization and constrained nonmonotone DR-submodular maximization. Finally, we extensively evaluate the effectiveness of the proposed algorithms on different problem instances, such as influence maximization with marketing strategies and revenue maximization with continuous assignments.