This study aims at understanding the perception and operation of architectural marketing. The study samples consist of the large architectural design firms in Seoul. Ten(10) questionnaires were respectively distributed to 16 firms, totaling 160 mail-out. Returned questionnaires were 88(return ratio of 55%). The questionnaires categorized as three(3) groups, including director, middle manager, and junior staff group. The perception gaps in categorized groups regarding architectural marketing was compared. Through this procedure, platform for architectural marketing was proposed, while reflecting the multi-facet nature of architectural values and complexity of professional practice. The platform consisted of professional marketing, business marketing, and cultural/art marketing activity. It also included specific strategies and tactics. The research results include that the perception of large architectural design firms regarding architectural marketing was oriented toward culture/art marketing activity. In conclusion, the study proposes not only the firms need more investment to architectural marketing, but also the firms focus on relationship management.