This book is designed to survey the area of retail floriculture and make a current statement of the industry. The subject matter includes a blend of art, science, and business. It can be used in the following ways: by students pursuing individualized study; in a classroom where the instructor will reinforce, demonstrate, and expand upon the ideas; or by former students or flower shop employees who need a refresher tool and reference. The book is intended to be motivational while presenting a realistic picture of arranging and selling flowers and plants. Suggested activities are located in each chapter as hands-on exercises to provide the experience and practice necessary to master the concepts presented. Thirty-two chapters cover the following topics: introduction; elements of design; principles of design; fresh cut flowers and foliage; mechanics, supplies, and safety; corsages and boutonnieres; bud vases and rose bowls; decorating potted plants; mass arrangements; accessories, bases, and backgrounds; dried flowers; silk 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; pricing; organization and efficiency; store displays; conditioning and storing cut flowers; care of living plants; delivery; advertising and promotion; and keeping current. A subject index is provided. (YLB)