I use to use Winamp but its become like Windows Vista -- Bloated, crashes all the time and pretty hideous.
Now I use XMPlay, extremely lightweight, no installation, wide range of plugins. It can also normalize mp3 volume if you select "dynamic" and it works incredibly well.
I use to use MP3Gain but now I just use a mp3 player that can adjust the volume on the fly.
You could even use fffdshow to select it to decode the mp3 audio (possible from within winamp and probably others) and then select volume normalisation within that. Select a range (I go all the way up to +500%) and bingo :)