How can I switch my primary apple ID and not have to buy apps again?

I would like to switch my primary ID to another one because I don't have access to that email address anymore.  I have few apps which I bought under that ID which I'd like to keep if possible.  Furthermore, I'd like to use the original apple ID for my icloud account and use the new ID for the same device for itunes store.  Is this possible?  Thanks.

This may help.
How to change the name you use for your Apple ID
          http://support.apple.com/kb/HE40

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