You can adjust the
loudness of your files with this free tool:
http://www.maazl.de/project/mp3/mp3gain.html
It uses a relatively complex ear response model to adjust perceived loudness. There is an equivalent function "wavGain" for wav files. The nice thing is that mp3gain does the loudness adjustment using the mp3 file header "gain" factor so it does not need to decode and then re-encode the mp3.
Audition also has a Group Waveform Normalize function that will apply to wav files (and seems to use a simpler ear model), but you will have to decode and re-encode (involving further loss of information).
.