This profusely illustrated, 32 chapter book surveys retail floriculutre and makes a current statement of the industry. It can be used by students pursuing individualized study, in a classroom with instructor reinforcement and demonstrations, and by a former student or flower shop employee as a refresher tool and reference. Principles of flower arranging are explained and applied. Identification of floral material and supplies commonly found in flower shops is explained with illustrations. Information on care, handling, and selling of flowers is provided. Suggested activities in each chapter provide hands-on exercises. Following an introduction, chapter topics are: elements of design; cut flowers and foliage; mechanics, supplies, and safety; body flowers; bud vases and rose bowls; decorating potted plants; mass arrangements; line and line-mass arrangements; accessories, bases, and backgrounds; dried flowers; silk and other permanent flowers; table settings; wedding floral design; sympathy flowers; living plant groupings; novelty arrangements; special occasions and holidays; period arrangements; contemporary arrangements; retail floriculture industry; sales and service; wrapping and packaging floral products; pricing floral products; organization and efficiency; store displays; conditioning and storing cut flowers; care of living plants; delivery; advertising and promotion; and keeping current with the industry. Lists of resource organizations and periodicals and 64 references are appended. Both black and white and color photographs illustrate the text. (YLB)