A unit that enters the battle as reinforcements does so during the Compulsory Moves sub-phase. It is placed with its rear arc in full contact with the battlefield edge (upon which edge, and where, will depend upon the rule that triggers its arrival) facing towards the centre of the battlefield.
A unit that enters as reinforcements cannot march and counts as having moved for the purposes of shooting, but can otherwise move normally during the Remaining Moves sub-phase.