I think you ought to fall back on the ol' obedience with this one. I always tell my clients that a dog who is sitting is a dog who is not jumping. If you haven't had professional obedience training, go for that! PetSmart offers a good positive reinforcement beginner's obedience program for around $90 total, which is a good deal. After that, it's easy: when he jumps, tell him "sit", and reward him after about 10 seconds of him sitting. (If you reward him right as he sits, he'll only learn to jump up on you so he can sit and get a treat!)
I just want to touch real quick on the "equal vs. master" issue. I realize that we've all grown up with the idea that we have to dominate our dogs so they "know their place". The more I learn about dogs--and I'm definitely always learning more!--the more I realize that the whole issue of human/dog dominance is completely misunderstood. We shouldn't be trying to dominate them. We should be trying to lead them. Leaders are respected and admired; dominating figures are resented and rebelled against.
Our dogs aren't stupid. They know we aren't dogs. They don't automatically look up to us, but they also don't expect to interact with us in the same way they interact with other dogs. I've seen other trainers do really ghastly things to dogs, all in the name of demonstrating dominance--being the "alpha". They'll slam a dog to the floor by the neck, flip them over, shake them by the scruff...and they justify this cruelty by saying that dogs do these things to each other to establish hierarchy. But if these trainers had the sense they were born with--or any real education at all--they would know that between dogs, these aren't violent wrestling moves, but rather ritualistic, cooperative behaviors to reinforce social structure and bonds. "Dominating" your dog is no different than "attacking" him in his eyes. And it's an unprovoked attack, as far as he's concerned. Acts of dominance will only frighten him and hurt your relationship.
Leadership is what your dog needs. He shouldn't have free reign, because he's not paying the bills; "my roof, my rules". You can still insist he behave in the manner which you deem desirable. Use that big primate brain to lead your dog without damaging him!
*gets off soapbox*
But anyway, get his butt hitting the floor when you say so. You can also teach him "go to your room", which I use to get my dogs out of the kitchen when I'm cooking.