I'm a no nonsense kind of mom who never gives in just to appease her babys wants (note wants NOT needs - needs are different and I always make sure to tend to her needs). At 7 months old my daughter has just started voicing her wants for things out of reach (she's almost crawling so it's mainly out of frustration - for this I don't give her the toy, but help her to get it herself) or to toys taken away, so we're doing a lot of sharing. She's already catching on that whining isn't going to get her what she wants. Her cries/screams of "gimme gimme" has quickly changed to loud "I want!! (pause) Please?" type sounds, and from past experience should just as quickly change from "I want, please", to simply "please".
I can't stress this enough. SHARE, SHARE, SHARE, and never give in to whiny behavior. Asking is one thing. Demanding is another. At such a young age though, it should ALWAYS be teach, and never punish.
I'm by no way a specialist, but I have worked as a nanny for 15 years before leaving to have children of my own, and this always seems to work well.