All this is true aside from the bolded part, if you meant spanking is needed. What you hopefully are referring to is discipline. The "I'm going to count to three" crap that you see, with no follow through, is not an example of proper discipline. It's just as lazy parenting as spanking is (just my opinion). If you are going to count to three to a child, there better be consequences. Parents who don't follow through are just reinforcing the child's idea that they can get away with whatever they want.
You count to three, then if the kid doesn't stop you put them in a time out. If they try and leave the time out, you put them back. You do this as many times as you need to and you don't respond to their attempts to manipulate you while they are in the time out. You just explain to them why they are in the time out and that they will be able to come out when their time is up. Every time they ignore you, disrespect you, attempt to leave the time out, you put them back (*without saying anything, this is important because a lot of kids act up to get attention and they have to learn that they wont get the attention they desire from acting this way). You do this all god damn night if you have to. Don't have the time for proper discipline? Don't have kids. It takes time and a lot of work to set up systems of discipline and STICK to them so kids will learn. If you do it right they will learn, and they will respect you more for it. Resorting to violence is just lazy and low, in my opinion, rather than doing the actual work (no offense intended to any parents here, to each their own).
These methods helped me a lot when dealing with my ex's son... and trust me, he could be a little brat and had a hell of a mouth on him... the only reason it didn't work better was that my ex kept sending mixed signals (making a rule one day then allowing the kid to break it the next, stuff like that) and spoiling the kid, not following through with the discipline, which lead to the kid just thinking I was the bad evil stepmom and daddy was great. I couldn't stand it and that was part of why I left.
Seriously, watch Supernanny. I know it sounds like a silly suggestion, watch some reality tv, but really, that show taught me so much! I applied so many of her techniques and they all were really good. I plan to use those same ideas with my own children one day.
Edit- I just wanted to add that obviously, discipline needs to change as the child changes and grows. The stuff i mentioned about time outs was what I used on a 3-4 year old kid, but I wouldn't treat an 8 year old the same way. I'd give my children more freedom as they grew older, in general, because that's how I was raised.