What are we supposed to do when our dog doesn’t listen? For example, when called or told "no"?

Okay, so to clarify, my question is specifically about when I tell her "NO" and she doesn't listen. Some say it's not an order, but I consider it one. 90% of the time she gives up or turns away, but what should I do when she's determined to do what she wants?

Then, regarding recall, 90% of the time she comes back. But when she doesn't, how should I react?