IPhone :: Changed Apple ID In Itunes Cannot Change On ICloud Or Apps Store?

I have struggled over this for days. I recently lost the internet provider on my old internet account which was my old Apple ID. I successfully changed my Apple ID in ITunes to a new permanent email address. I cannot change the settings on the App store or ICloud. The suggested solutions for this problem have not worked for me because there is no option for changing the old Apple ID. When you tap on it, it does not change. I have tried signing in with the Old Apple ID (the old email account) and it doesn't work either. I have synced my phone (and lost my contacts in the process but that was an entirely different headache!) to no avail.

Some of the solutions stated that I should go to the store and tap on the Apple ID and it would allow me to change...no such luck. Also when I tried Iforgot, it would only let me change my password which is not really any help because the problem is the Apple Id.

Info:
iPhone 4, Windows7