Coming running whenever the dawg barks will just mean that he'll do it all the more when he wants attention. In the same way that a young child will (I've seen my goddaughter do it), a dog will quickly discover how to get attention, and sometimes it is best just to ignore it, no matter how difficult, to avoid being at the mercy of the animal (or young'un for that matter)
I don't have this problem with my dog, as he is very quiet (I gather that his breed is usually almost silent), however he does suffer from loneliness - his usual solution is to come and leap on my bed when he's lonely, not good - he is a BIG dog. The one true solution to assuageing loneliness (aside from getting another dog) is long walks I've found. Then he's so bloody tired he couldn't care less who else is around.
I know this answer isn't very helpful - perhaps a dog behaviourist is the answer?
By the way, how old is the dog? If its a pup, it may just be a matter of time before he calms down...