I suppose it depends what you mean by control?
I don't think parents should control their kids because that implies a lack of free will and I don't think that's a parent's role. We're there to guide and support them, not control them. Control implies that you're in charge and/or influencing heavily on every decision they make and I don't think that's right.
But I'm being a bit wanky because I guess what you mean is how you make sure they stay within acceptable norms/boundaries of behaviour - that's a different thing IMO.
Like most people it's a combination of things - mainly conversations and modelling what we want (includes being respectful towards them and apologising when you fuck up), then prevention of things which would be unwanted when they are little and/or steering towards the accepted alternative. Warnings and consequences when older, always followed through - never threaten something you don't mean, if you do so in anger, retract and apologise ASAP and state the real threat. DS1 is only 10 so we haven't hit teens yet - but we are clear that freedom to go out, have friends over, have a phone, use the internet, games consoles etc are dependent on him being responsible with those and they can be retracted if he is not. Obviously that will become more difficult the older he gets, but it's OK for now.
Reward is more effective than punishment, and appealing to their intrinsic motivation is more effective than reward. If you can get them on the same page ie wanting the same as what you want it's much easier to get them doing the "right" thing. Pick your battles and decide what you really want. Save punishment for serious things you really can't solve any other way and you'll never have to do anything really draconian. Kids shouldn't fear punishment IMO, it should be something which is inconvenient or annoying at most.
Noting their triggers and having reasonable expectations is a huge part of it too. Lots of kids who "run wild" are being given too much freedom and/or aren't getting some need met - you can't expect a toddler to behave well if they are bored, hungry, tired or missing social interaction (too much TV/not enough attention from parents) - in fact this is relevant right up to about the age of 10. Boredom stops being an excuse from about 5, but only if you teach them - it's not really fair to expect a kid who has always been entertained to suddenly entertain themselves without whining or finding inappropriate entertainment.
Does that make sense? Happy to elaborate on any point.