Assuming the row sums should be 1:
bsxfun(@times, A, 1./(sum(A, 2)))
Edit
If you are looking for the norm l2, as @Oli suggests, then
bsxfun(@times, A, 1./sqrt(sum(A.^2, 2)))
In this case, you can semi-gracefully process the sums of zero rows by doing
bsxfun(@times, A, 1./(max(sum(A, 2), eps)))
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