Specifying –no-print-directory within the Makefile

The --no-print-directory option of make tells make not to print the message about entering and leaving the working directory. However, how to specify the --no-print-directory inside the Makefile itself?

Add this line to the Makefile:

MAKEFLAGS += --no-print-directory

You can also set MAKEFLAGS in a makefile, to specify additional flags that should also be in effect for that makefile.

— http://www.gnu.org/software/make/manual/html_node/Options_002fRecursion.html