It's funny, because everyone thinks that cat's are terribly hard to bathe, when the reality is, dogs are too!! I remember the first time I tried to give my puppy a bath. My situation was quite like yours. I think the main probablem is the anxiety. The dog is placed in a large, cold tub and confronted with a metal nozel that shoots out water. Even if the water in warm, the dog doesn't take to it easily.
One thing that might help adjust the dog to the touch of water would be to take a warm, damp towel and message the dog's fur. Gradually work the dog towards the bath water (without raising the nozel/bucket/whatever high above its head in a menacing position). Also, avoid shrieking with dismay when the dog panics--this will only alarm him/her, creating the illusion that the bath should be feared.
quick tip: start at the head and work your way down!