How to pass argument to Makefile from command line?

Question

How to pass argument to Makefile from command line?

I understand I can do

$ make action VAR=\"value\"
$ value

with Makefile

Answer 1

Few years later, want to suggest just for this: https://github.com/casey/just

action v1 v2=default:
    @echo 'take action on {{v1}} and {{v2}}...'