It's all pretty much the same. Most of us buy are cables and wires from either Monoprice.com or bluejeancables.com. Some even use lamp cord bought from your local home improvement center. I've purchased in the automotive dept at Walmart. 50 ft of 14 gauge for about $10-$15. Most feel 14-16 gauge is sufficient but I like to use 12 gauge. Probably over-kill but it's not that much more. If you're running the wires in the walls then you need CL-2 or CL-3 to satisfy local fire codes.
You can spend hundreds of dollars a foot for the "best" speaker wire. Or you can do like Gene says and it will sound the same. Just read a little - http://www.theanalogdept.com/hd14.htm