Most "bad bath" stories trace back to one thing: the dog wasn't ready, and the owner wasn't set up.
Set up first, dog second
Have shampoo open, towels within reach, and the water temperature right before your dog comes anywhere near the tub. Hunting for supplies with a soaking-wet dog escalates everything.
Pace yourself
Wet, lather, rinse — and then rinse again. Soap residue is the most common cause of post-bath itching. When you think you're done rinsing, rinse one more time.
Building tolerance for dogs who dread the tub
Practice outside of actual bath time: lift your dog into a dry tub, give treats, lift them out — no water involved. Repeat over several days until stepping in is no big deal, then reintroduce water gradually. A dog who only ever sees the tub during a stressful bath never gets the chance to learn it's not a threat.
Water temperature and drying
Lukewarm, never hot — a dog's skin is more sensitive than ours. Towel-dry thoroughly before using a dryer on the lowest heat setting, held at a distance, especially for double-coated breeds where trapped damp undercoat can lead to skin irritation.
End on a high note: a towel cuddle and a treat. Dogs remember how baths end more than how they begin.