title: "Unterminated quoted string" when using variables with quotes in makefile
body: <p>I have the following <code>makefile</code>:</p>
  
  <pre><code>help:
      @echo "MYVAR = $(MYVAR)"
  </code></pre>
  
  <p>Which if called works:</p>
  
  <pre><code>» MYVAR="hello" make -f makefile
  MYVAR = xxx
  </code></pre>
  
  <p>But:</p>
  
  <pre><code>» MYVAR='"' make -f makefile 
  /bin/sh: 1: Syntax error: Unterminated quoted string
  makefile:2: recipe for target 'help' failed
  make: *** [help] Error 2
  </code></pre>
  
  <p>How can I avoid that? Sometimes my variables have simply quotes inside (I deal with json very often)</p>