I don't bathe my golden retriever at home very often--my back just doesn't tolerate crouching over the bathtub for very long. I'd consider doing it outside, but that's only an option for three months out of the year here in WI. Normally I just take her to my mom's kennel, where she has a built-in dog shower/bath thing. It's a lot easier.
For shampoo, I use whatever she has sitting around in gallon jugs. I think it's usually some sort of oatmeal something-or-other, but I haven't really paid much attention to it. The heavily scented shampoos, conditioners, etc. are OUT though. I have some weird reaction to perfumes and colognes that gives me a migraine 99% of the time.
Small dogs are the easiest though. You can just throw them in the kitchen sink!