Double quotation marks (“example”) are entered like this:
Exception: In program listings, they're written verbatim:
The difference between “example” and "example"
might not be visible in every output format (particularly in
HTML). For printed material, however, it's important to use the
<quote> element wherever appropriate.
For writing curly-quoted single literal characters, you should
’XML entities. Example:
Terminate an SQL statement with a ‘<literal>;</literal>’ character.
That example will look like this:
Terminate an SQL statement with a “
Curly single quotation marks is a pretty common convention with O'Reilly and Pearson.
Single quotation marks
`) are always entered verbatim.